Not on the reality of the product.” How To Make Positioning Work For You Here’s your crash course in how to come up with positioning for a product or service.

April Dunford knows a lot about positioning from a career that has involved leading teams at big name tech firms such as IBM, Siebel and Sybase, as well as a number of start-ups. She shares her ...

Your positioning statement should remain internal, but it’s critical to everything that follows: Aligning teams, hiring the right people, developing the best product, communicating the value of ...

Once you’ve attracted the right clients based on your purpose, values and story, how do you turn that into a catalyst for growth and profit?