Book · Short book, about 200 pages

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

April Dunford Paid Intermediate

Dunford's whole method starts with the customers who already love your product, then turns that into positioning the entire team can repeat the same way. Her final step is literally capturing positioning so it can be shared, which is the exact problem you have once new hires start describing your customer in their own words. Read it when you want the ICP and the pitch to stay consistent from the founder down to the newest rep.

  • Positioning should start from the specific customers who already get real value, not from a generic market.
  • A shared positioning document is what keeps a growing team describing the same ideal customer.
  • The book is battle tested across hundreds of B2B tech companies, so the process travels well beyond one industry.
Open on aprildunford.com ↗

It answers 12 questions

  1. How is founder-led sales different for Indian founders selling to global (US) buyers?
  2. How do I actually find my beachhead niche when my product is horizontal and could work for almost anyone?
  3. I keep tweaking the landing page instead of launching. How do I tell polishing from procrastinating?
  4. How do I price my product when I am selling it myself and have no comparable competitors?
  5. My market is huge on paper but almost nobody is actually paying for solutions today. Good sign or bad?
  6. Different customers seem to hire my product for completely different jobs. Do I pick one or serve them all?
  7. I'm a solo technical founder and hate selling. How do I get my first customers without becoming a salesperson?
  8. How do I get customers who don't already know me when I have no brand, no audience, and no case studies yet?
  9. How do I recruit and interview my competitor's customers without it getting weird or them shutting down?
  10. How do I write positioning and messaging that speaks to just my beachhead without sounding tiny to investors?
  11. How do I keep my whole team aligned on who our ideal customer is once we start hiring?
  12. How do I validate an idea in a crowded market that already has big competitors?

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