Obviously Awesome
Positioning expert April Dunford explains how to clearly articulate your product's value and stand out in a crowded market. Learn a repeatable process for defining market categories, identifying ideal customers, and crafting compelling positioning that makes your product obviously awesome.
Key Ideas
When you have a product people love, but they can't figure out why it's different and better, the problem is positioning.
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Notable Quotes
When you have a product people love, but they can't figure out why it's different and better, the problem is positioning.
Positioning is not about what you do, it's about what you do in the context of what your customer already believes.
The first step in positioning is to understand the market alternatives your customer will compare you to.
Great positioning makes your product obvious. The customer looks at what you have and immediately gets why it matters to them.
If you can't explain your product in a sentence that makes people want to know more, your positioning needs work.
Market categories exist in the minds of your customers, not in your product documentation.
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