In this episode, Lindsey speaks with positioning expert and author of Sales Pitch: How to Craft a Story to Stand Out and Win and Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It, April Dunford about the realities of creating a category and defining positioning to win in SaaS.

Drawing from years of data and experience consulting for SaaS companies, April surfaces the signals indicative of a positioning problem, pinpoints where product demos go wrong and gets candid about VCs' and startups' illusions about category creation.