10 great things to discuss in your April Dunford's Product Positioning: 1. Make a list of customers who love our product 2. Form a cross-functional positioning team 3. Align on positioning vocabulary and put aside positioning baggage 4. List your true competitive alternatives 5. Isolate unique attributes or features 6. Map the attributes to value themes 7. Determine who cares about your value themes 8. Find a market frame of reference that puts your strengths at the centre and determine how to position it 9. Layer on a trend 10. Capture positioning so it can be shared