You can’t scale without getting your product positioning right. But what about new and innovative products, where best-fit customers and user data don't even exist yet? How do you perfect positioning before chancing everything on a massive launch? In this episode, positioning expert and "Obviously Awesome" author April Dunford shares her proven methodology to nail product positioning and explains the challenges she has with product-market fit as perceived by most product businesses. It’s required listening for anyone marketing a product, whether digital or physical.