The 5-Minute Positioning Audit
5 positioning lessons from April Dunford, broken down by Dave Gerhardt in Dave's Newsletter — turned into a short audit you can run against your own business today.
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What's inside the audit?
Bad positioning doesn’t show up in a messaging doc — it shows up on your next sales call.
This audit breaks down five lessons from April Dunford’s positioning work, as covered in Dave’s Newsletter, each with a five-minute exercise to run against your own business.
You'll audit:
- Whether your competitors are lying — and how to teach buyers to spot it
- Whether buyers actually understand your best feature — using the "so what?" drill
- Whether you're fighting for the wrong market category — 92% of IPO'd companies didn't invent one
- Whether your go-to-market structure is actually agreed on — before you touch positioning
- Whether bad positioning is already showing up in sales calls — and how to catch it
Plus: the exact “so what?” drill for turning a technical feature into a message buyers actually care about.
FAQs
If you still have questions, send us a note at hi@exitfive.com — we're always happy to help.
Who is this audit for?
B2B marketers, founders, and sales leaders who suspect their positioning — not their product — is the reason deals stall or go quiet.
What will I actually get?
A short PDF covering five positioning lessons, each with a five-minute audit exercise: competitor claims, the “so what?” drill, category selection, go-to-market structure, and the sales-call tells that signal bad positioning.
Is this based on real experience?
Yes. It’s built on April Dunford’s positioning framework — she’s run positioning for hundreds of B2B companies — as broken down by Dave Gerhardt in Dave’s Newsletter.
Is the guide free?
Yes. 100% free. Just drop your email, and we’ll send you the full PDF right away.
What format is the guide in?
It’s a short, downloadable PDF. Each lesson takes a couple minutes to read and five minutes to audit against your own business.
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