Book Sips #14 — ‘Obviously Awesome’ by April Dunford
Talking about positioning sounds soooooo 90’s, but this doesn’t mean it’s less important today than it was back then. There’s a lot of confusion around the term. Isn’t positioning a product all about being there in the perfect moment at the perfect time? Short answer: no.
April Dunford in her ‘Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It’ shows us that what we need is to follow a 10 step process and put the outcomes of this into practice in order to achieve a suitable product-market fit (on her website you can also find a handful of templates to help you do that). In a word, a small guy filled with invaluable learnings, real examples and inspiring quotes! A sip:
‘Your first instinct might be to consider your product and its special features and position around them. Understandable! That’s the part you understand –and possibly enjoy– the most. But that’s a trap. If we start by laying out our unique features, we are unconsciously comparing ourselves to a set of competitors. The trouble is, we frequently see our competitors much differently than customers see them.’
Welcome to the user-centered positioning era!
#joshdixit
Obviously Awesome
by April Dunford
Why read?
Learn, understand and apply brand positioning in a structure and customer-oriented fashion.
202 pages, Ambient Press 2019
Get this book (amazon.com) (amazon.de)
