From Toilets to Tech: April Dunford Stopped Marketing and Had Her Best Year Ever: EP 004

If you're drowning in sameness - where every competitor sounds identical, every pitch blurs together, and you're not sure why customers actually pick you - this conversation will snap everything into focus.

April Dunford is the world's leading positioning expert, and she's spent her career helping B2B companies figure out what makes them different when they swear nothing does. In this episode, she unpacks her famous toilet story (trust us, it's brilliant), reveals why most companies have no clue what their real competitive advantage is, and shares the startling truth about what happened when she stopped marketing her business entirely.

But here's where it gets real: Shari and Brent push April beyond frameworks and into life. What does positioning teach us about dating? About knowing our own value as humans? About when to stop hustling and start living? April opens up about losing her sister at 59, questioning her own pace, and the experiment that changed everything.

This isn't just about selling software. It's about clarity, empathy, and showing up as someone worth choosing—in business and in life.

Perfect for sales leaders wrestling with differentiation, enablement pros tired of generic messaging, and anyone wondering if maybe, just maybe, they've been working too hard for too long.

👤 Connect with April Dunford:
✅ Website: https://www.aprildunford.com/
✅ LinkedIn:   / aprildunford  
✅ YouTube/Podcast:    / @positioningshow  
✅ Email: [email protected]

👤 Connect with Selling Isn’t Everything:
✅ Official: https://SellingIsntEverything.com
✅ YouTube:    / @sellingisnteverything  
✅ LinkedIn (Shari):   / sharilevitin  
✅ LinkedIn (Brent):   / brentadamson  
✅ Brent’s Latest Book, The Framemaking Sale: https://www.theframemakingsale.com/

00:00 Positioning Expert April Dunford
09:52 Overwhelmed Shopping Frustrations
15:34 Differentiated Value in Positioning
21:17 Targeted Marketing Drives Results
23:12 Clarifying Value for Targeted Marketing
31:33 Open, Versatile Database Advantage
34:21 Problem-Solving Approach Comparison
37:56 Message vs Messenger in AI
45:14 Consulting Positioning Struggles Explained
51:01 B2B Software Buyers and Fear
55:47 Starting Late, Succeeding in Tech
01:00:38 Momentum, Goals, and Perspective

Selling Isn’t Everything is produced by Chris Stone at Cast Ahead: https://CastAhead.net