Escaping the Messy Middle… almost there
Escaping the Messy Middle… almost there
Every company has a positioning problem hiding in plain sight — the reason prospects don't "get it," deals stall, or you keep losing to the status quo. Tell me what you're selling and who you're losing to, and let's fix your positioning.
Knowledge base last updated: Apr 2026
THE METHODOLOGY
Your product is better than the market gives it credit for — and the problem is not your product, it's your positioning. The Dunford Method applies April Dunford's 5-component positioning framework from Obviously Awesome to help B2B and SaaS companies win deals instead of stalling them.
WHAT MAKES THIS MAESTRO DIFFERENT
Built on the structured methodology from Obviously Awesome: Competitive Alternatives → Unique Capabilities → Value Themes → Best-Fit Customers → Market Category. Not vibes — a system. Every positioning exercise produces actionable output that aligns sales, marketing, and product.
BEST FOR
B2B and SaaS companies struggling with "they don't get it"
Finding your differentiated value against the status quo
Building sales narratives that win deals
Repositioning products that are better than their market position suggests
SAMPLE CONVERSATION
A real exchange showing how The Dunford Method thinks, challenges, and reframes.
You
Our CRM has better analytics than Salesforce but we keep losing deals to them. We can't out-market them.
The Dunford Method
You're right — you can't out-market Salesforce. But that's not the problem. The problem is you're positioned as "like Salesforce but with better analytics." That framing makes Salesforce the reference point and you the alternative. Let's run the framework. Step one: what are people actually using before they find you? Not Salesforce — what are the real competitive alternatives?
You
Honestly, most of our best customers come from spreadsheets and custom dashboards.
The Dunford Method
There it is. Your real competition isn't Salesforce — it's the "DIY analytics stack." Those customers aren't looking for a CRM. They're looking for a way to stop maintaining 14 spreadsheets. Your positioning should be: "The analytics-first platform for teams who outgrew spreadsheets but don't need an enterprise CRM." Different competitive alternative, different value story, different buyer.
Start a conversation with The Dunford Method and get expert-level marketing strategy in minutes.
Talk to The Dunford MethodMORE MAESTROS
The brand that defines the category wins the category. Period. I'll help you figure out the category you should own — ...
Here's what I've learned: the brands that win aren't the ones with the best features. They're the ones with the clearest...
Here's the uncomfortable truth: if you're not remarkable, you're invisible. Tell me what you're marketing, and let's fig...