Obviously Awesome
How to Nail Product Positioning so Customers Get It, Buy It, Love It
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Obviously Awesome
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Lu par :
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April Dunford
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De :
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April Dunford
À propos de cette écoute
You know your product is awesome, but does anybody else? Forget everything you thought you knew about positioning. Successfully connecting your product with consumers isn’t a matter of following trends, comparing yourself to the competition, or trying to attract the widest customer base.
So, what is it? April Dunford, positioning guru and tech executive, will enlighten you. Her new book Obviously Awesome shows you how to find your product’s “secret sauce” and then sell that sauce to those who crave it.
Having spent years as a startup executive (with 16 product launches under her belt) and a consultant (who’s worked on dozens more), Dunford speaks with authority about breaking through the noise of a crowded market.
Punctuated with witty anecdotes and compelling case studies, Dunford’s book Obviously Awesome is at once entertaining and illuminating. Among the invaluable lessons you’ll learn are:
- What are the five components of effective positioning
- How to instantly connect an audience to your offering’s value
- How to choose the best market for your products
- How to use three distinct styles of positioning to your advantage
- How to leverage market trends to help buyers understand why making a purchase is important right now
Whether you’re an entrepreneur, marketer, or salesperson struggling to bring inventive products to the market, Dunford’s insights will help you find your awesome, so that your customers can, too.
©2019 April Dunford (P)2020 April Dunford
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disclaimer: It may have been just the right book at the right time for my company so maybe not every reader will experience the same joy as I did but, anyway, I strongly recommend this book for any business owner or market strategy executive who’s been struggling with his positioning.
Here’s my story :
My company has been in business for a decade and we never managed to position ourselves in a consistent and effective manner, impeding our growth. A year ago I decided to finally tackle this issue. I read Trout and Ries’ « positioning » and we did a number of workshops and studies but did not seem to go anywhere.
Then I stumbled upon April Dunford’s book and it has been like somebody had suddenly turned on the light : we had all the material, all the ingredients from our workshops and studies but we missed the logic and the path to crafting our positioning statement.
Halfway through the book we had already reset our efforts in the right direction and by the time I finished it we had identified our growth market and value proposition. And it just seems obvious for everyone : our teams and our prospects !
The turnaround for us was this : we knew what our customers loved about us but this didn’t make a statement nor a market. April’s process has a step where you cluster your special characteristics into value themes and then ask « what kind of situation makes some prospective clients desire this kind of value over more common attributes ? ». This led us in a few days to a very small portion of our customers who actually don’t care at all about the standards of our trade but are in desperate need of our very distinctive qualities. And there are plenty of them out there ; by targeting this special segment and abandoning the broader market where some people like us but are not visible from the outset we can now focus all our efforts and material at the right subsegment that only asks that we be more like ourselves.
Wow ! This has been quite a reading experience !
Plus the book is read by the author which I think gives more acute emphasis on the critical turns in the text.
Outstanding ! Awesome in deed ;-)
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A gem for any start up who don’t know how to proceed with positioning their product.
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Excellent contenu
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