Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Introduction
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford is a hands-on guide for anyone who wants to make their product stand out in a crowded market. Dunford, a veteran tech executive and positioning expert, shares a proven process for clarifying your product’s value so customers instantly “get it.” The book is filled with real-world examples and is available on Kindle and Audible for flexible reading or listening.
What to Expect
Published in May 2019, Obviously Awesome remains highly relevant for marketers, founders, and product managers. The book is 202 pages, making it a medium-length read. It is structured as a step-by-step guide, with each chapter focused on a key aspect of positioning, from identifying your true competitors to crafting a compelling value proposition. The tone is accessible and conversational, making complex concepts easy to apply. The content is best suited for intermediate readers or those with some experience in marketing or product development.
Key Lessons
- Positioning as a foundation: Dunford shows that positioning is the starting point for all marketing and sales efforts, not just a branding exercise.
- A repeatable process: The book provides a clear, step-by-step method for finding your product’s best position in the market, including identifying competitive alternatives and unique strengths.
- Customer-centric messaging: Learn how to craft messaging that resonates with your ideal customers and makes your product the obvious choice.
- Real-world application: Dunford’s approach is grounded in practical examples and case studies, making it easy to implement the lessons in your own business.
Who Should Read This
Obviously Awesome is ideal for marketers, founders, product managers, and anyone responsible for launching or growing a product. It’s especially useful for those struggling to explain what makes their product different or better. If you want a practical, actionable system for positioning, this book is a strong choice.
Comparison
Compared to broader marketing books, this title is laser-focused on positioning and messaging. If you’ve read books like Crossing the Chasm or Building a StoryBrand and want a tactical guide to positioning, this is a perfect next step.
Final Thoughts
Obviously Awesome is a must-read for anyone who wants to make their product stand out and win in a competitive market. The step-by-step process and real-world examples make it easy to apply, even if you’re new to positioning.
Kindle Highlights
- “Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.”
- “Customers need to understand what you are, who it’s for, and why they should care.”
- “If you fail at positioning, everything else you do in marketing will be a waste.”
- “Great positioning makes the value of your product obvious.”
Want to Read More?
Get your copy of Obviously Awesome and start applying these strategies into action.
