Book

Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It

April Dunford · aprildunford.com Paid Intermediate

The clearest, most practical positioning framework available - a 10-step process for figuring out what market you're in, who you beat, and why, that applies just as well to a physical D2C product as to the B2B software it was written for.

  • 10-step positioning process covering competitive alternatives, unique attributes and target market
  • Explains the five components of effective positioning in a repeatable framework
  • Distinguishes three distinct positioning styles depending on your category situation
Open on aprildunford.com ↗

It answers 2 questions

  1. What's actually the difference between positioning, branding and differentiation - and which one do I need to nail first?
  2. Should I try to create a whole new category like 'bed in a box' did, or just fight for share in an existing one?

Read with it

  1. Directly ties positioning clarity to downstream metrics D2C founders actually track - conversion efficiency and reduced... Headstartt Article Brand Positioning Strategies for D2C Growth Headstartt
  2. Video How to Nail Your Product Positioning | April Dunford (Obviously Awesome) April Dunford
  3. The definitive book on category creation and 'category kings' - relevant for founders weighing whether to fight for share in an... playbigger.com Book Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
  4. The classic framework for finding uncontested market space instead of fighting head-on in a 'red ocean' - directly useful when... blueoceanstrategy.com Book What Is Blue Ocean Strategy W. Chan Kim, Renée Mauborgne
eChai Partner Brands The partnership →