April Dunford

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

April Dunford's book, "Obviously Awesome," is a comprehensive guide on product positioning that aims to help businesses position their products in a way that resonates with customers and drives sales. Drawing from her extensive experience as a marketing executive, Dunford provides actionable insights and strategies for crafting a compelling positioning statement and effectively communicating the value of your product to the target market.

 

Key Points / Ideas:

 

1. The Importance of Product Positioning:

Dunford emphasizes that product positioning is crucial for business success. It involves defining how your product is unique, relevant, and valuable to your target audience. Positioning is not just about creating a memorable tagline or marketing message; it's about aligning your product's features, benefits, and differentiation with the specific needs and preferences of your customers.

2. Positioning as a Continuous Process:

The author challenges the common notion that positioning is a one-time exercise. Instead, she argues that positioning should be dynamic and iterative, adapting to changes in the market, competitive landscape, and customer preferences. Dunford provides a framework for evaluating and refining your product's positioning over time to maintain relevance and maximize its impact.

3. The Competition Isn't Everything:

Dunford introduces the concept of competitive alternatives, explaining that customers' choices are not limited to direct competitors. Customers choose between various alternatives, including "do nothing," "do it themselves," or even choosing a different product category altogether. Understanding these alternative options allows businesses to position their product effectively and provide a compelling reason for customers to choose their solution.

4. The Five Components of Positioning:

To create a compelling positioning statement, Dunford outlines the five key components: target market, market category, unique attributes, the value delivered, and competition. She provides practical steps for defining each component and offers real-world examples to illustrate how different companies have successfully positioned their products across various industries.

5. Communicating Positioning Effectively:

Once you have a clear positioning statement, Dunford shares strategies for effectively communicating your product's value to customers. She discusses positioning across different marketing channels, including websites, sales conversations, and marketing materials. The author also emphasizes the importance of consistency in messaging and suggests tactics for ensuring the entire organization is aligned with the chosen product positioning.

6. Positioning Pitfalls and Avoiding Them:

Dunford addresses common challenges businesses face when positioning their products and offers insights on how to overcome them. She discusses pitfalls related to differentiating your product, understanding your customers' needs, identifying the right market category, and unintentionally confusing customers with unclear positioning. By recognizing and avoiding these pitfalls, businesses can refine their positioning and gain a competitive edge.

 

Conclusion:

"Obviously Awesome" by April Dunford provides a comprehensive framework and practical advice for businesses looking to improve their product positioning. The book reinforces the importance of understanding customer needs, differentiating from competition, and effectively communicating value propositions. Dunford's insights, backed by real-world examples and case studies, make the book a valuable resource for anyone involved in marketing or product management. Whether you're an entrepreneur, marketer, or business leader, "Obviously Awesome" offers a clear roadmap for nailing product positioning and driving success in the market.