WeWork

April Dunford's Five-Step Positioning Framework

Position a product by starting from what you must beat, not from a market category.

Marketing4 steps

Assessing Whether SEO Is Right for Your Product

Judge SEO fit by two signals — a large addressable market and existing domain authority.

Self-Mastery5 steps

Be Known For Something

Pick one thing to be excellent at, get a reputation for it, and let responsibility flow to you

Innovation4 steps

Blow Their Socks Off: The 10x Word-of-Mouth Bar

To earn recommendation, give users an experience they didn't know was previously possible

Strategy4 steps

Conviction-Led Product Management

You can't split-test your way to love — build conviction on what matters, then make one big change

Finance4 steps

Cost-Allocation Pricing to Fuel Word-of-Mouth

Allocate every real cost to the customer who caused it, raise heavy users, cut everyone else's price

Leadership5 steps

Deal Speed and Default Optimism

Codify the values you already have, not the ones you wish you had.

Influence5 steps

Disagree With the Founder Via the Spirit

Never say no to the idea — say yes to the spirit and come back with a better path

Sales3 steps

Dollar-Driven Discovery

Test the dollar potential of a hypothesis, not just whether customers 'like' the idea

Entrepreneurship4 steps

Do the Unscalable to Get Customers to Lobby For You

Deliver a painful manual experience so good that customers complain to the regulator, not to you

Double Down on Why People Love You

Name the core reason users love you, keep investing in it, and build every new product off it

Strategy3 steps

Eigenquestions (Finding the Question That Drives the Answer)

Find the one or two questions whose answers collapse a complex decision into clear quadrants.

Freemium Decision Framework (What to Make Free)

Make a feature free if it drives your growth model; gate it if it creates friction for growth.

Leadership6 steps

Little Hands Growth Hiring

Hire on the KPI they'll commit to and their willingness to do the tiniest job.

Productivity5 steps

LNO Framework

Match your effort to each task's leverage, neutrality, or overhead

Long-Tail Paid Diversification

After the big four ad platforms, buy the dozens of small ones nobody bothers to set up.

Strategy4 steps

Measurements Are Not Insights (Instrumentation for Analytics)

Turn raw metrics into segmented, causal insights you actually act on.

Leadership4 steps

Mission Authenticity as an Emotional Referral Engine

An authentic mission that customers genuinely believe becomes a word-of-mouth channel money can't buy

Communication4 steps

Mochary's Script for Difficult Conversations

Defuse the amygdala by warning first, delivering the message, then letting the person release emotion.

Payback-First Channel Measurement

Judge channels on closed-won revenue one year out, never on lead volume.

Phase-Bounded Big Bets

Dream big, but chunk the bet into named learning phases with quarterly go/no-go gates

Marketing4 steps

Product Marketing: Closing the Perception Delta

Make users perceive the value you actually delivered — close the gap between done and perceived

Leadership4 steps

PSHE Career Growth Framework

Evaluate talent by how far up the Problem-Solution-How-Execution ladder they operate.

Question-First Cheap Channel Playbook

Find where your buyers ask their questions, answer them honestly, and let the answer sell.

Communication5 steps

Ruthless Simplification for PM Writing

A set of concrete tools to strip PM documents down to only what's necessary.

Skeleton Before the Makeup

Sequence early growth investment from site fundamentals up to awareness — never the reverse.

Leadership5 steps

Spirit-First OKRs

Write down qualitatively what crushing it looks like before you pick any number

Communication3 steps

Start-With-Why One-Pager

The PM's core artifact: define the thing by nailing the problem and why-now before anything else.

Mindset3 steps

The Data-Driven Red Flag

When someone brags about being 'data-driven,' suspect weak product judgment, not strong analytics.

Entrepreneurship4 steps

The Four Levels of Product-Market Fit

Sequence PMF as four levels, optimizing satisfaction, then demand, then efficiency in turn

Strategy3 steps

The Four Ps of Pivoting

Persona, Problem, Promise, Product — the four levers to change when you're stuck

Leadership4 steps

The Four Things a Product Manager Brings to the Team

Prepare to contribute by mastering users, data, the business, and the competitive landscape.

Sales3 steps

The Friend-Zone Test

Sit customers down and force the truth: do you need me, or do you just like me?

The 'Is The Search Over?' Content Standard

Judge every article by one question: after reading it, does the reader go back to Google?

Strategy8 steps

The Landscape-First Product Strategy Doc

A bullet-driven Google Doc that builds an unbroken logic chain from company mission down to a single team priority.

Innovation5 steps

The Minimum Lovable Product (MLP)

Ship five things people love, not fifteen things that merely work

Marketing4 steps

The NPS Doubling Curve for Viral Growth

Optimize NPS instead of conversion, because each promoter tier doubles how many people they tell

The Roadmap Is a Story, Not a Spreadsheet

Lead with themes and a narrative; link out to the systems for the granular how

Innovation3 steps

The Three B's of Behavior Change

Change user behavior by picking a specific Behavior, removing Barriers, and adding immediate Benefits.

Leadership3 steps

The Three Threads of Great PMs

The three durable behaviors that separate great product managers from good ones, in any company type.

Leadership6 steps

The Time-Boxed First 90 Days

Build context 5x faster, leave a plan behind, and don't spend trust you haven't banked

The Traffic Light Keyword System

Rank every keyword by buying intent, not volume — then work greens down before touching yellows.

Strategy4 steps

The Trusted-Advisor Partner Test

Shared audience is not enough — partner only where your buyer already goes for this specific advice.