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Obviously Awesome summary

April Dunford

How to Nail Product Positioning so Customers Get It, Buy It, Love It

3.9 (199 ratings)
13 mins

Brief summary

Obviously Awesome by April Dunford is a guide for positioning your product or service in a crowded market. It offers practical advice and real-world examples to help you stand out and attract the right customers.

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    Obviously Awesome
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    Unraveling the mystery of positioning: Know the core components

    Ever wondered why some products, even the most innovative ones, struggle to gain traction in the market, while others become instant hits? It’s all about how they’re positioned. Positioning is the art of framing a product within a specific context to highlight its unique value. In a world saturated with options, understanding and mastering this concept is crucial – especially for entrepreneurs aiming to improve market fit.

    Positioning is more than just a buzzword; it's a strategic framework that shapes how potential customers perceive and value your product. It's not just about what your product does, but where it stands in people’s minds. Poor positioning forces your customers to work hard to see the value in your product – effective positioning makes it instantly obvious. 

    At the core of effective positioning is a deliberate, systematic approach that moves away from assumptions. It’s easy for many entrepreneurs to fall into the trap of sticking to their original idea, even when their product evolves or the market shifts. But positioning isn't static; it's a dynamic process that needs to reflect changes in both your product and the environment.

    Positioning can be broken down into five critical components.

    First, understand the specific problems your product solves and recognize the alternative solutions your customers might currently use. Knowing the landscape helps in creating a positioning strategy that makes your product stand out as the best solution.

    Second, highlight your product's unique differences. Every product has attributes that differentiate it from its competitors. Pinpointing these differences and understanding their significance to your customers is essential.

    Third, define the characteristics of your target customer. Not all customers are the right fit for your product. Identifying the attributes of your ideal customers – those who’ll find the most value in your product’s unique features – is crucial.

    Fourth, determine your optimal market context. This involves choosing a market environment that enhances your product's strengths and aligns with your target customers' expectations.

    Finally, be flexible. As your product and market evolve, so should your positioning. This step involves reassessing and realigning the other components to ensure your product continues to be seen in the best light. 

    The next sections delve into the 10-step process of applying these components to develop a positioning strategy that resonates with the right customers.

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    What is Obviously Awesome about?

    Obviously Awesome (2019) is a guide on how to master the art of product positioning. It compiles insights and strategies from two decades of experience in B2B tech marketing, providing actionable advice for selling a product's unique attributes to the right audience. 

    Obviously Awesome Review

    Obviously Awesome by April Dunford (2019) is a must-read for anyone looking to differentiate and position their products or services effectively. Here's why this book stands out:

    • It offers a practical framework that helps readers uncover and communicate their unique value proposition, leading to increased market success.
    • Backed by real-world examples and Dunford's extensive experience, it provides actionable insights that are relevant and applicable in any industry.
    • With its engaging storytelling and straightforward explanations, it keeps readers hooked from start to finish, making the topic of positioning undeniably intriguing.

    Who should read Obviously Awesome?

    • Startup founders in technology sectors
    • Marketing professionals specializing in B2B products
    • Entrepreneurs looking to improve market fit

    About the Author

    April Dunford has over two decades of experience in marketing. She’s known for her expertise in positioning B2B technology and effectively taking these products to market. Dunford is also a sought-after consultant, speaker, and advisor within the tech industry.

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    Obviously Awesome FAQs 

    What is the main message of Obviously Awesome?

    The main message of Obviously Awesome is to help businesses create and communicate their unique value in order to stand out in the market.

    How long does it take to read Obviously Awesome?

    The reading time for Obviously Awesome varies depending on the reader's speed, but it typically takes several hours. The Blinkist summary can be read in just 15 minutes.

    Is Obviously Awesome a good book? Is it worth reading?

    Obviously Awesome is a valuable read for anyone in the business world. It offers practical insights and strategies to help businesses differentiate themselves and achieve success.

    Who is the author of Obviously Awesome?

    The author of Obviously Awesome is April Dunford.

    What to read after Obviously Awesome?

    If you're wondering what to read next after Obviously Awesome, here are some recommendations we suggest:
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    • The Idea Is the Easy Part by Brian Dovey
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