“You’ve got a cool product, but nobody understands it. You think it’s simple, but customers don’t. They compare your products with those that are nothing like it.”
Ouch. From page 1 of Obviously Awesome: How To Nail Product Positioning So Customers Get It, Buy It, Love It, it was clear that the team at Business of Software needed to read April Dunford’s new book. The book is April’s thesis on Product Positioning: why you need to think about it, the 5 components of effective positioning, and a 10-step positioning process.
As an executive consultant, April Dunford brings 25 years of marketing experience to the table with this book. Her CV is impressive: VP of Marketing at several successful high-growth startups, an executive at 3 global tech giants, and 16 products launched to market over her career. She’s been consulting for 10 years, and is now a sought after speaker – you can catch her on her UK Book Launch Tour this July, or in Boston this September at Business of Software Conference USA 2019.
There’s lots of wisdom on offer in Obviously Awesome. Here are our 5 key takeaways from the book.