✅ Brand
A new AI feature rarely means new positioning
April Dunford’s answer to founders who fear their positioning expires every two weeks: rerun the steps, don’t start over. Check whether the new capability changes your competitive alternatives, your genuinely distinct capabilities and, above all, the value themes you promise; usually it just strengthens a theme you already own, so it becomes evidence under that theme rather than a new story. Rewrite positioning when the value is new, not when the feature is.