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2 resources from aprildunford.com we point founders to, and the questions each answers.

📖 Book
Paid Intermediate

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

From aprildunford.com by April Dunford ~200 pages

Why we picked it

The best book on positioning against competitors by understanding the alternatives customers actually consider. Directly turns competitive research into a market advantage.

  • Your real competition is often the status quo, not another product
  • Start positioning from the competitive alternatives your buyers consider
  • Differentiated value comes from your unique capabilities vs those alternatives
  • Choose the market frame that makes your strengths obvious
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Answers How do I research my competitors properly? What if my customers say they have no competitors, is that good or bad? How do I position against a bigger, better-funded competitor? How do I size the market and figure out if it's big enough? What does 'branding' actually mean for an early-stage startup? How do I position my startup so people instantly 'get' it? When is it worth investing real money in branding? How do I structure a message so customers care (story / framework)? Am I charging too little for my product?
📄 Article
Free Intermediate

My Positioning Book 'Obviously Awesome' Launches Today

From aprildunford.com by April Dunford ~8 min read

Why we picked it

A free, author-written summary of the positioning framework for founders who want the core idea before buying the book, perfect for the 'how do I position against a giant?' question.

  • Any product can be positioned in several markets, pick deliberately
  • Great positioning rarely happens by default
  • Understanding true alternatives reveals your differentiators
  • Position where your strengths are obvious to your best customers
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Answers How do I position against a bigger, better-funded competitor?