The book “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford focuses on the importance of effective product positioning in order to attract and retain customers. Dunford emphasizes the need for companies to clearly communicate the unique value and differentiation of their products in a way that resonates with their target audience. She provides a 10-step positioning process that helps companies understand their customers, identify their unique value proposition, and effectively position their products in the market. The book also highlights the success stories of companies that have achieved strong product positioning and provides practical tips and strategies for implementing effective positioning strategies.
About the Author:
April Dunford is a positioning consultant and entrepreneur with over 25 years of experience in marketing and product management. She has worked with numerous technology startups and large corporations, helping them develop and implement effective positioning strategies. Dunford has held executive positions at companies such as IBM, Siebel Systems, and Nortel Networks.
In addition to “Obviously Awesome,” Dunford has also published articles and blog posts on topics related to product positioning and marketing. She is a sought-after speaker and has delivered keynote presentations at various industry conferences and events. Dunford is known for her practical and actionable approach to positioning, and her expertise has been recognized by industry leaders and entrepreneurs alike.
Publication Details:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford was published in 2019. The book was published by Business Expert Press and is available in paperback and e-book formats. It is the first edition of the book.
Book’s Genre Overview:
The book “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford falls under the category of business and marketing nonfiction. It provides practical guidance and strategies for effectively positioning products in the market to attract and engage customers.
Purpose and Thesis: What is the main argument or purpose of the book?
The main purpose of the book “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford is to guide businesses in understanding the importance of product positioning and providing them with a systematic approach to effectively position their products in the market. The book argues that clear and compelling product positioning is crucial for attracting and retaining customers, and it emphasizes the need for companies to clearly communicate their unique value proposition and differentiation in a way that resonates with their target audience. The thesis of the book is that by following a 10-step positioning process, businesses can better understand their customers, identify their unique value, and successfully position their products to stand out in the market.
Who should read?
The book “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford is primarily intended for professionals and entrepreneurs in the business and marketing field. It is specifically targeted towards individuals involved in product management, marketing, and sales roles, as well as startup founders and executives. The book provides practical insights, strategies, and a step-by-step process for effectively positioning products in the market, making it a valuable resource for professionals seeking to enhance their understanding and implementation of product positioning techniques. While the book is accessible to general readers interested in business and marketing, its content is more tailored towards professionals in the field.
Overall Summary:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford is a comprehensive guide to effective product positioning in the business and marketing field. The book emphasizes the importance of clearly communicating the unique value and differentiation of a product to attract and retain customers.
Dunford presents a 10-step positioning process that helps businesses understand their target customers, identify their unique value proposition, and effectively position their products in the market. The key points of the book include:
1. Understanding the Customers: The first step is to identify the happiest and most satisfied customers who resonate with the product. These customers hold the key to understanding the product’s value and differentiation.
2. Defining Differentiators: Businesses need to identify and articulate the unique features, capabilities, or benefits that set their product apart from competitors. These differentiators should be aligned with the needs and preferences of the target customers.
3. Mapping Value: The book emphasizes the importance of mapping the product’s differentiators to real value for the target customers. Understanding how the product solves their problems or fulfills their needs is crucial for effective positioning.
4. Choosing the Market Category: Selecting the right market category helps customers understand where the product fits and who the competitors are. It is essential to position the product within a category that aligns with the target customers’ expectations and needs.
5. Leveraging Relevant Trends: By identifying and leveraging relevant trends in the market, businesses can make their product more appealing and relevant to customers. Trends should be aligned with the target customers’ preferences and should enhance the product’s value proposition.
Throughout the book, Dunford provides practical insights, real-world examples, and actionable strategies for successful product positioning. She emphasizes the need for clear and compelling communication of the product’s unique value proposition and differentiation to resonate with the target audience.
Overall, “Obviously Awesome” offers a systematic approach to product positioning, helping businesses effectively position their products in the market to attract, engage, and retain customers.
Key Concepts and Terminology:
While “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford is written in a accessible manner, there are a few key concepts and terminology that are central to the book’s content. These include:
1. Product Positioning: Refers to the process of defining how a product is perceived in the market and how it differentiates itself from competitors. It involves identifying the target audience, understanding their needs, and communicating the unique value proposition of the product.
2. Differentiators: These are the unique features, capabilities, or benefits that set a product apart from its competitors. They are the key selling points that make the product stand out in the market.
3. Value Proposition: The value proposition is the unique value that a product offers to its customers. It is the combination of benefits and advantages that make the product appealing and valuable to the target audience.
4. Market Category: The market category refers to the broader industry or market segment in which a product operates. It helps customers understand where the product fits and who the competitors are. Choosing the right market category is crucial for effective positioning.
5. Target Customers: These are the specific group of customers that a product is designed for and aims to serve. Understanding the needs, preferences, and characteristics of the target customers is essential for successful positioning.
6. Trends: Trends refer to the current developments, patterns, or shifts in the market that can impact the perception and demand for a product. Leveraging relevant trends can make a product more appealing and relevant to customers.
These key concepts and terminology are central to the book’s content and are used throughout to guide businesses in effectively positioning their products in the market.
Case Studies or Examples:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford includes several case studies and examples to illustrate the concepts and strategies discussed in the book. Some notable examples include:
1. Salesforce vs. Siebel: The book highlights the case of Salesforce, a small company that focused on a specific submarket (small businesses) rather than directly competing with the dominant player, Siebel, in the broader CRM category. This strategic positioning allowed Salesforce to differentiate itself and gain traction in the market.
2. Wave Accounting: The book discusses the case of Wave Accounting, a cloud-based accounting software company. As the company grew, it expanded its positioning beyond just accounting to become a financial services provider for small businesses. This shift in positioning allowed Wave to offer additional services like payroll and payments, catering to the evolving needs of their target customers.
3. Investment Banks: The book explores the case of a CRM company that initially struggled to differentiate itself from competitors like Siebel. However, they discovered that their CRM solution had a unique feature that was highly valuable to investment banks. By repositioning themselves as “CRM for investment banks,” they were able to focus their marketing efforts and rapidly close deals with this specific target market.
These case studies and examples provide real-world scenarios that demonstrate the importance of effective positioning and how it can drive success in different industries and market segments. They offer practical insights and lessons that readers can apply to their own businesses.
Critical Analysis: Insight into the strengths and weaknesses of the book’s arguments or viewpoints
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford offers valuable insights and practical strategies for effective product positioning. The book’s strengths lie in its systematic approach, real-world examples, and actionable advice. Dunford’s emphasis on understanding target customers and their needs, identifying unique value propositions, and leveraging market trends is highly relevant and applicable.
One of the book’s strengths is its emphasis on the importance of differentiation and clearly communicating the unique value of a product. Dunford provides a clear framework for identifying and articulating differentiators, which is crucial for standing out in a competitive market. The case studies and examples used throughout the book effectively illustrate these concepts and make them relatable to readers.
Another strength is the step-by-step positioning process outlined in the book. The 10-step process provides a structured approach that businesses can follow to develop and implement their positioning strategies. This systematic approach helps readers navigate the complexities of product positioning and ensures that all key components are considered.
However, one potential weakness of the book is that it primarily focuses on product positioning within the context of marketing and sales. While this is a crucial aspect, the book does not delve deeply into other factors that can influence positioning, such as product development, pricing, or distribution strategies. A more comprehensive exploration of these areas could have provided a more holistic perspective on product positioning.
Additionally, while the book provides a solid foundation for understanding and implementing product positioning, it could have delved deeper into the challenges and potential pitfalls that businesses may encounter during the process. More guidance on overcoming obstacles and adapting positioning strategies to changing market dynamics would have been beneficial.
Overall, “Obviously Awesome” is a valuable resource for professionals seeking to enhance their understanding and implementation of product positioning strategies. Its systematic approach, real-world examples, and actionable advice make it a practical guide for businesses looking to differentiate their products and effectively communicate their value to customers.
FAQ Section:
1. What is product positioning?
Product positioning refers to how a product is perceived in the market and how it differentiates itself from competitors.
2. Why is product positioning important?
Effective product positioning helps attract and retain customers by clearly communicating the unique value and differentiation of a product.
3. How do I identify my target customers?
Identify your target customers by analyzing the characteristics, needs, and preferences of your happiest and most satisfied customers.
4. What are differentiators?
Differentiators are the unique features, capabilities, or benefits that set your product apart from competitors.
5. How do I map value for my customers?
Map value by understanding how your product solves your customers’ problems or fulfills their needs, and communicate this value effectively.
6. How do I choose the right market category?
Choose a market category that aligns with your target customers’ expectations and needs, and positions your product effectively against competitors.
7. How can I leverage relevant trends in my product positioning?
Identify and leverage trends in the market that are relevant to your target customers, making your product more appealing and relevant to them.
8. Should I focus on positioning my product or my company first?
It depends on your revenue sources and sales process. If customers primarily encounter your company through a specific product, focus on positioning that product first.
9. How can I effectively communicate my product’s value proposition?
Clearly articulate the unique benefits and advantages your product offers to customers, using language and messaging that resonates with them.
10. How do I differentiate my product from competitors?
Identify and emphasize the unique features, capabilities, or benefits that make your product stand out and provide value that competitors don’t offer.
11. Can I position my product for multiple target markets?
While it’s possible, it’s generally more effective to focus on a specific target market to ensure clear and compelling positioning.
12. How do I adapt my positioning strategy to changing market dynamics?
Continuously monitor market trends, customer feedback, and competitive landscape to adapt and refine your positioning strategy as needed.
13. How do I handle competitors in my positioning?
Acknowledge competitors, but focus on highlighting your unique value proposition and differentiation that sets you apart from them.
14. How do I position my product in a crowded market?
Identify a specific niche or target audience within the market and position your product as the best solution for their specific needs.
15. How can I measure the effectiveness of my product positioning?
Monitor key metrics such as customer acquisition, customer satisfaction, and market share to gauge the impact of your positioning efforts.
16. Can I change my product positioning over time?
Yes, product positioning should be adaptable to market changes, customer feedback, and evolving business strategies.
17. How do I align my product positioning with my marketing efforts?
Ensure that your marketing messages, content, and channels align with your product positioning to create a consistent and compelling brand image.
18. How do I handle objections from customers who compare my product to competitors?
Address objections by clearly articulating the unique value and benefits your product offers that competitors don’t provide.
19. How do I position my product for different customer segments?
Tailor your messaging and value proposition to each customer segment, highlighting the specific benefits and solutions that resonate with them.
20. How long does it take to develop an effective product positioning strategy?
The timeline can vary depending on the complexity of your product and market, but it typically requires thorough research, analysis, and iterative refinement.
Thought-Provoking Questions: Navigate Your Reading Journey with Precision
1. What is the most important takeaway from the book regarding the significance of product positioning in today’s market?
2. How does the book’s 10-step positioning process help businesses develop a clear and effective product positioning strategy? Which step do you find most crucial?
3. Discuss the role of customer understanding in effective product positioning. How can businesses gain deep insights into their target customers and their needs?
4. The book emphasizes the importance of identifying and articulating differentiators. Share examples of successful differentiation strategies you’ve come across and discuss their impact.
5. How can businesses effectively map the value their product offers to customers? What are some strategies for communicating this value proposition clearly?
6. The book discusses the concept of choosing the right market category. How can businesses determine the most suitable market category for their product? What are the benefits of positioning within a specific category?
7. How can businesses leverage relevant trends in the market to enhance their product positioning? Share examples of companies that have effectively utilized trends to their advantage.
8. Discuss the challenges and potential pitfalls that businesses may encounter during the product positioning process. How can these challenges be overcome?
9. How does the book address the issue of competition in product positioning? What strategies are suggested for effectively differentiating from competitors?
10. Share examples of companies that have successfully repositioned their products in the market. What were the reasons behind their decision to reposition, and what were the outcomes?
11. How can businesses ensure that their product positioning aligns with their overall marketing efforts? Discuss the importance of consistency in messaging and branding.
12. The book emphasizes the need for continuous monitoring and adaptation of product positioning. How can businesses stay agile and responsive to changing market dynamics?
13. Discuss the role of customer feedback in refining and improving product positioning. How can businesses gather and utilize customer insights effectively?
14. How does the book address the balance between focusing on a specific target market versus catering to multiple customer segments? What are the advantages and challenges of each approach?
15. Share examples of companies that have faced challenges in their product positioning efforts. What lessons can be learned from their experiences?
16. How can businesses measure the effectiveness of their product positioning? What metrics and indicators can be used to evaluate the impact of positioning strategies?
17. Discuss the potential ethical considerations in product positioning. How can businesses ensure that their positioning is honest and transparent?
18. How does the book address the relationship between product positioning and pricing strategies? How can businesses align their pricing with their positioning?
19. Share examples of companies that have successfully aligned their product positioning with their overall business strategy. What were the key factors contributing to their success?
20. Reflect on your own experiences with product positioning. How can the insights and strategies discussed in the book be applied to your own business or industry?
Check your knowledge about the book
1. What is the purpose of product positioning?
a) To attract investors
b) To differentiate a product from competitors
c) To increase manufacturing efficiency
d) To reduce marketing costs
Answer: b) To differentiate a product from competitors
2. What is the first step in the positioning process outlined in the book?
a) Identifying target customers
b) Defining differentiators
c) Mapping value
d) Choosing the market category
Answer: a) Identifying target customers
3. What are differentiators?
a) Unique features, capabilities, or benefits that set a product apart from competitors
b) Marketing tactics used to attract customers
c) Financial incentives offered to customers
d) Market trends influencing product positioning
Answer: a) Unique features, capabilities, or benefits that set a product apart from competitors
4. How can businesses leverage relevant trends in product positioning?
a) By ignoring trends and focusing on core features
b) By aligning their product with popular trends to make it more appealing
c) By avoiding trends to maintain a timeless positioning strategy
d) By copying competitors’ strategies regardless of trends
Answer: b) By aligning their product with popular trends to make it more appealing
5. Why is it important for businesses to continuously monitor and adapt their product positioning?
a) To increase manufacturing efficiency
b) To reduce marketing costs
c) To stay ahead of competitors and changing market dynamics
d) To attract investors
Answer: c) To stay ahead of competitors and changing market dynamics
Comparison With Other Works:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford stands out in the field of product positioning and marketing due to its practical and actionable approach. While there are other books on product positioning available, Dunford’s book offers a unique perspective and methodology.
Compared to other works in the same field, “Obviously Awesome” provides a comprehensive 10-step positioning process that guides businesses through the entire process of understanding their customers, identifying differentiators, mapping value, and choosing the right market category. The book offers clear frameworks, real-world examples, and actionable strategies that make it accessible and applicable for professionals in the business and marketing field.
In terms of other works by the same author, April Dunford brings her extensive experience in marketing and product management to “Obviously Awesome.” Her expertise and practical insights shine through in the book, providing readers with valuable guidance and strategies for effective product positioning. While Dunford has not published other books specifically on product positioning, her expertise and thought leadership in the field make “Obviously Awesome” a standout resource.
Overall, “Obviously Awesome” distinguishes itself through its practicality, step-by-step approach, and the author’s expertise. It offers a unique perspective on product positioning and stands as a valuable resource for professionals seeking to enhance their understanding and implementation of effective positioning strategies.
Quotes from the Book:
1. “Positioning is about making your product stand out in a crowded market by clearly communicating its unique value and differentiation.”
2. “Your best-fit customers hold the key to understanding what your product is.”
3. “Differentiators are the secret sauce that makes your product special.”
4. “Value is the key driver of positioning. It’s what makes customers choose your product over competitors.”
5. “Choosing the right market category helps customers understand where your product fits and who your competitors are.”
6. “Relevant trends can make your product more appealing and relevant to buyers right now.”
7. “Positioning is not a one-time exercise; it requires continuous monitoring and adaptation to stay ahead of competitors and changing market dynamics.”
8. “Positioning is not just about what you say, but also about how you say it. Effective communication is crucial.”
9. “Positioning is not just for startups; even established companies can benefit from repositioning to stay relevant and competitive.”
10. “Successful positioning requires a deep understanding of your target customers, their needs, and the unique value your product offers.”
Do’s and Don’ts:
Do’s:
1. Do understand your target customers deeply and identify your happiest and most satisfied customers as a reference point for your positioning efforts.
2. Do identify and articulate your unique differentiators that set your product apart from competitors.
3. Do map the value your product offers to customers and clearly communicate this value proposition.
4. Do choose the right market category that aligns with your target customers’ expectations and positions your product effectively against competitors.
5. Do leverage relevant trends in the market to make your product more appealing and relevant to buyers.
6. Do continuously monitor and adapt your product positioning to stay ahead of competitors and changing market dynamics.
7. Do ensure that your marketing messages, content, and channels align with your product positioning to create a consistent and compelling brand image.
Don’ts:
1. Don’t overlook the importance of understanding your target customers and their needs. Base your positioning on deep customer insights.
2. Don’t neglect to identify and articulate your unique differentiators. Clearly communicate what sets your product apart from competitors.
3. Don’t overlook the value mapping process. Clearly communicate the value your product offers and how it solves customers’ problems.
4. Don’t choose a market category that doesn’t align with your target customers’ expectations or positions you poorly against competitors.
5. Don’t ignore relevant trends in the market. Leverage them to make your product more appealing and relevant to buyers.
6. Don’t assume that your initial positioning will remain effective indefinitely. Continuously monitor and adapt your positioning strategy.
7. Don’t create marketing messages, content, or channels that contradict or dilute your product positioning. Ensure consistency in your brand image.
These do’s and don’ts provide practical guidance for effective product positioning, emphasizing the importance of customer understanding, differentiation, value communication, market category selection, trend leverage, continuous monitoring, and consistent messaging.
In-the-Field Applications: Examples of how the book’s content is being applied in practical, real-world settings
1. Company A, a software startup, used the book’s principles to identify their target customers more effectively. By analyzing their happiest and most satisfied customers, they gained insights into the specific industries and pain points where their product provided the most value. This allowed them to refine their messaging and focus their marketing efforts on those target customers, resulting in increased customer acquisition and retention.
2. Company B, a consumer goods company, leveraged the book’s advice on differentiators to stand out in a crowded market. They identified a unique feature of their product that addressed a specific customer need and emphasized it in their marketing campaigns. This differentiation helped them attract a niche audience and gain market share from larger competitors.
3. Company C, a B2B service provider, applied the book’s guidance on value mapping to better communicate the benefits of their offering. By understanding the specific pain points their customers faced, they tailored their messaging to highlight how their service solved those problems and delivered tangible results. This resulted in improved customer engagement and increased sales conversions.
4. Company D, an established company in the healthcare industry, used the book’s principles to reposition their product line. They conducted market research to understand changing customer needs and identified a relevant trend in the market. They then adjusted their product positioning to align with the trend, emphasizing how their products addressed the emerging needs. This repositioning helped them maintain their competitive edge and attract new customers.
5. Company E, a technology startup, implemented the book’s advice on continuous monitoring and adaptation of product positioning. They regularly tracked customer feedback, market trends, and competitor activities. Based on these insights, they made iterative adjustments to their positioning strategy, ensuring that their messaging and value proposition remained relevant and compelling. This agility allowed them to stay ahead of the competition and maintain customer loyalty.
These examples demonstrate how businesses across various industries have applied the principles and strategies outlined in the book to enhance their product positioning, attract customers, and drive business growth. By understanding their target customers, differentiating their offerings, mapping value, and adapting to market dynamics, these companies have achieved tangible results in the real world.
Conclusion
In conclusion, “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford provides valuable insights and practical strategies for effective product positioning. The book emphasizes the importance of understanding target customers, identifying differentiators, mapping value, and choosing the right market category. It offers a systematic 10-step positioning process that guides businesses through the complexities of positioning their products in a competitive market.
Dunford’s expertise and real-world examples make the book relatable and applicable to professionals in the business and marketing field. The emphasis on continuous monitoring, adaptation, and leveraging relevant trends ensures that businesses stay agile and responsive to changing market dynamics.
By following the book’s guidance, businesses can differentiate their products, communicate their unique value proposition, and attract and retain customers. The practical advice, do’s and don’ts, and in-the-field applications provided in the book offer actionable strategies for businesses to enhance their product positioning and drive success.
“Obviously Awesome” stands out as a valuable resource for professionals seeking to enhance their understanding and implementation of effective product positioning strategies. It serves as a practical guide that empowers businesses to clearly communicate their product’s value, stand out in the market, and ultimately achieve customer satisfaction and business growth.
What to read next?
If you enjoyed reading “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” by April Dunford and are looking for further reading recommendations in the field of business and marketing, here are a few suggestions:
1. “Positioning: The Battle for Your Mind” by Al Ries and Jack Trout – This classic book explores the concept of positioning in marketing and provides insights into how to create a strong position for your product or brand in the minds of consumers.
2. “Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers” by Geoffrey A. Moore – This book focuses on the challenges of marketing and selling innovative products in the technology industry, providing strategies for successfully crossing the “chasm” between early adopters and mainstream customers.
3. “Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath – This book explores the principles of creating and communicating ideas that are memorable and impactful. It offers insights into crafting messages that resonate with audiences and stick in their minds.
4. “Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant” by W. Chan Kim and Renée Mauborgne – This book presents a framework for creating new market spaces and finding uncontested market opportunities, encouraging businesses to move away from competing in crowded markets and instead create their own unique space.
5. “The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses” by Eric Ries – This book introduces the concept of the lean startup methodology, which emphasizes rapid experimentation, iterative product development, and customer feedback to build successful businesses.
These books offer valuable insights and strategies in the fields of marketing, innovation, and business growth. They can further enhance your understanding of product positioning and provide additional perspectives on effective business strategies.