Getting Positioning Right with Rita McGrath and April Dunford

In this week’s Thought Sparks Podcast episode, Rita McGrath, a Columbia University Business School Professor, C-Suite strategist, business founder and best-selling author, speaks with April Dunford, expert on brand and product positioning, and author of Obviously Awesome, recently rereleased in its second edition, and Sales Pitch. Their conversation covers how good positioning unlocks value and helps to clarify organizational purpose. 0:19 – Welcoming April Dunford 1:59 – The Classic Positioning Statement and What Leaders Get Wrong 5:18 – April's Journey: Tech Exec → Consultant → World-Class Positioning Expert 6:24 – Software vs. Consumer Goods Positioning 13:00 – April's Definition of Positioning 14:45 – The Five Components of Positioning 16:44 – The Investment Banking CRM Story 20:07 – Discovering the 'Reason to Call' 28:11 – Misreading Who the Competition Really Is 29:03 – 'If You Didn't Exist, What Would a Customer Do?' 31:04 – Horizon Competitors: The Vibe Coding Debate 35:17 – 'We Can Only Sell What's on the Truck' 36:01 – AI Excitement vs. Where Customers Actually Are 38:25 – Telltale Signs Your Positioning Is Off 45:27 – The Positioning Workshop 49:13 – What Changed in the New Edition of Obviously Awesome 54:46 – Strategic Centering and Positioning 56:58 – IBM Software Group: Positioning Thousands of Products 59:51 – Where to Find April Dunford Want to learn more about Rita’s ideas and hear more of her conversations with business leaders and innovators? Listen to more Thought Sparks Podcast episodes on Apple Podcasts and Spotify. https://podcasts.apple.com/us/podcast... https://open.spotify.com/show/0xmTsYX... Watch Thought Sparks episodes on YouTube.    / @rgmcgrath   Follow Rita on LinkedIn, Instagram, X and Blue Sky.   / ritamcgrath   https://x.com/rgmcgrath https://bsky.app/profile/rgmcgrath.bs... Connect with Rita on TikTok and Instagram.   / rgmcgrath     / ritamcgrath.hub   Sign up for her Thought Sparks Newsletter on Substack. https://thoughtsparks.substack.com/ Learn more about Rita, her books and ideas at RitaMcGrath.com.