Why most B2B positioning fails has less to do with the strategy itself and more to do with what happens after it leaves the room. April Dunford reveals why positioning must involve sales, product, marketing, and leadership—and how to turn positioning into a sales story that actually survives contact with customers.

You’ll learn:

• Build positioning around what customers actually choose you over
• Align sales, marketing, product, and leadership around one clear position
• Translate positioning into a sales pitch that reps will actually use
• Test and refine your positioning with real qualified prospects

Beyond AI-generated strategy, the real advantage is no longer producing more options—it’s knowing which direction deserves conviction. In this episode, Jenny Saxton explains why judgment, workshops, and human collaboration are becoming more valuable as AI makes strategic outputs instant, abundant, and dangerously persuasive.

You’ll learn:

• Identify what makes human strategic judgment defensible in the age of AI
• Avoid the AI sycophancy trap that reinforces weak strategic thinking
• Use workshops and collaboration to build conviction around the right direction
• Protect the critical thinking skills AI cannot develop for you

Customers don’t switch brands easily. When they do, it’s typically because of a struggling moment that makes staying with the status quo harder than making a change.

In this episode of The Brand Master Podcast, Bobby Moesta reveals how identifying those moments can create the perfect side road from your competitors to your brand — and how the next wave of customer demand can often be found in the struggles your market hasn’t encountered yet.

You’ll learn:

• Identify the “struggling moments” that actually cause customers to switch
• Position your brand around the moments competitors overlook
• Anticipate future demand by uncovering the struggles every new innovation creates
• Rethink product roadmaps around what customers will need rather than what you can build
• Understand why thinking deeper and caring more will become increasingly valuable in the age of AI