Obviously Awesome

About the Author

April Dunford is a renowned positioning consultant, speaker, and author with decades of experience in the world of marketing and business strategy. Her journey into the realm of positioning began in the tech industry, where she honed her skills in helping companies effectively communicate the value of their products. Over the years, Dunford has worked with startups and established enterprises alike, guiding them to find their unique place in the market. Her expertise is distilled into her book "Obviously Awesome," where she demystifies the concept of positioning—a critical yet often misunderstood element of successful marketing.

Dunford's approach to positioning is practical and rooted in real-world experience. She understands the challenges that companies face in conveying the true value of their products to potential customers. Her book is a culmination of years of refining her methods, making it a go-to resource for anyone looking to master the art of positioning. Through "Obviously Awesome," Dunford aims to empower businesses to achieve clarity and focus, helping them to stand out in a crowded marketplace.

Main Idea

The central theme of "Obviously Awesome" is the vital importance of positioning in the success of a product. Dunford argues that positioning is not just a marketing tactic but the foundation of all successful marketing and sales efforts. Without proper positioning, even the best products can fail because customers do not understand what the product is, why it matters, or how it can benefit them. Positioning, as Dunford defines it, is about providing the right context for a product so that its value is clear to the target audience. This clarity not only drives sales but also helps companies to compete more effectively in their markets.

Table of Contents

1. Introduction: Why Positioning Matters
2. Understanding Positioning
3. The Three Common Positioning Mistakes
4. The Positioning Process
5. Step 1: Identifying Your Best Customers
6. Step 2: Building a Positioning Team
7. Step 3: Clearing Your Mind of Preconceptions
8. Step 4: Understanding the Alternatives
9. Step 5: Identifying Unique Features
10. Step 6: Translating Features into Benefits
11. Step 7: Defining the Market
12. Step 8: Positioning in a Market Segment
13. Step 9: Connecting to Trends
14. Step 10: Creating a Positioning Document
15. Step 11: Crafting the Narrative and Messaging
16. Step 12: Tracking and Adjusting Positioning
17. Conclusion: The Power of Positioning

Introduction: Why Positioning Matters

Positioning is often overlooked in the rush to launch and sell products. However, as April Dunford points out, it is the cornerstone of all marketing efforts. Without it, customers are left in the dark about why they should care about a product. This initial misstep can lead to a cascade of failures in marketing, sales, and ultimately, product success. In "Obviously Awesome," Dunford sets the stage by explaining why positioning is not just important but essential.

Understanding Positioning

Dunford defines positioning as the act of deliberately defining how a product is the best at something that a well-defined set of customers cares a lot about. It’s about framing the product in a way that the target market can easily grasp its value. This is not just about creating a slogan or a tagline but about crafting the entire narrative around the product, from how it’s marketed to how it’s sold.

"Positioning is the backdrop against which your customers will see your product. It sets the stage for everything else in your marketing strategy." – April Dunford

The Three Common Positioning Mistakes

Dunford identifies three common mistakes companies make in positioning: