Read it for

Positioning
B2b
Differentiation

What this book covers

April Dunford treats positioning as a deliberate choice about alternatives, differentiated value and the customers who value it. The expanded edition adds preparation and follow-through around the exercise. For paid media teams, the application is agreeing on the offer's context before testing more headlines against an unclear proposition.

Bring it to your work

Rewrite one client’s positioning around the alternatives buyers actually consider and the customers who value its advantage. This is a PMC editorial prompt.

Reading context

The author confirms the updated and expanded edition. The reference date and ISBN identify the Ambient Press ebook listed by Everand, not the earlier paperback. Applying product positioning to an agency service is an editorial adaptation.

External reviews & commentary

These are other readers’ assessments, summarised with their original source and context. Recommendations, review fees and earlier editions are identified below.

Blackad: Alan Black ↗

Practitioner review

Blackad’s team finds Dunford’s positioning advice immediately useful and grounded in experience. They also criticise repetition and promotion of the author’s services. The mixed assessment helps readers distinguish the practical framework from the reading style.

Context: A practitioner agency review of the earlier work. It does not assess the expanded 2026 edition, whose structure has changed. Exact review date unconfirmed.

Prepared with AI assistance from the sources identified on this page. The applications and comparisons are Paid Media Collective suggestions, not claims of full-book reading. An external review does not verify every claim in a book.

Another book to consider

Sales Pitch →

Move here when positioning is agreed and the next task is structuring the sales story.

CHOOSE YOUR EDITION

Edition & source notes

The reference below identifies the material checked for this listing. It may differ from the format offered by the main book link.

Reference edition: Updated and expanded edition; ebook
Format: ebook
Reference edition date: 4 February 2026
ISBN-13: 9781999023065

Publisher or author description reviewed. Sources checked 9 September 2026. Book not read in full.

Access: See the publisher or author for available formats and prices.

Applications, priorities and coverage depth are editorial judgments. Book not read in full.

Source facts and reading prompts prepared with AI assistance. The named authors and linked publishers retain credit for the original work. Source verification is separate from an assessment of current platform tactics.

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