People I follow
April Dunford
April explains positioning better than anyone else I've read, and Obviously Awesome is the book I hand people when a good product isn't landing. Her framework turned positioning from a branding exercise into a decision you can test and revisit. She's based in Toronto too, so I'll admit to a little hometown bias.
Positioning sounds like theory until you watch a solid product underperform because nobody can tell what it is or who it’s for. April’s work gave me a repeatable way out. Start with the customers who already love the thing, name the alternatives they’d really use, then pick the market frame that makes the strengths obvious. I lean on that sequence for product detail pages, for platform pitches, and for describing my own services on this site. Obviously Awesome is short, direct, and built from her years inside B2B startups, and her follow-up Sales Pitch applies the same thinking to walking a buyer through a decision. Clear beats clever, and she proves it constantly.