April Dunford

I actually think buying is hard. Now when I say this, a lot of people look at me and they go, 'Buying is hard? No, it's not, April. That's called shopping.' And that's not hard at all — people do that for recreation and for fun.

We repositioned it as an embedded database for mobile devices and the thing took off like crazy. So that twigged me to the idea that positioning is actually kind of an important, cool thing — but at the time I had no idea what it was, because I had an engineering degree and I literally couldn't spell marketing.

We're in the business of delivering impossible things. We're in the business of delivering things that nobody's ever seen before. And the problem with things that nobody's ever seen before is they're often very hard to understand.

True love is not a funnel optimization problem. It's not about getting more people to the website and more people through your funnel and more leads — it's about getting the right leads.

Everyone's so focused on getting more water in the bucket, meanwhile it's all pouring out all the holes.

Positioning defines how your product is the best at the world at providing something that a well-defined set of customers cares a lot about.

If marketing and sales is the house, positioning is the foundation upon which the house is built.

It doesn't matter how good I am at this stuff, this is going to be terrible. I actually have to fix this problem myself — if I don't fix this, all I'm going to be is the turd polisher.

If marketing and sales is the house, positioning is the foundation upon which the house is built.

It doesn't matter how good I am at this stuff, this is going to be terrible. I actually have to fix this problem myself, even if my boss doesn't think this is my job.

Your competitive alternatives are actually if you went to your best customers, your happy customers and said, 'What would you do if we didn't exist?'