Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It is written by April Dunford, a technology executive and consultant known for work in product marketing and go-to-market strategy.
The book focuses on product positioning: how you define what your product is, who it is for, and why it matters. It explains why strong products fail when buyers cannot clearly understand their value.
You are walked through Dunford’s step-by-step method for identifying a product’s strengths, ideal customers, and competitive frame of reference.
The book draws on her experience launching multiple technology products and advising companies on repositioning struggling offerings.
Examples and case studies illustrate how companies adjust messaging, pricing context, and target market to improve adoption.
The book is written for entrepreneurs, founders, product marketers, and sales professionals who need customers to quickly understand a product.
It is also used in startup and B2B environments where complex products must be explained clearly to non-technical buyers.
What You Will Learn
You learn how to break positioning into components such as target customer, competitive alternatives, unique features, and value.
The book demonstrates how altering any one of these factors can significantly impact how a product is perceived.
You also learn how to test positioning with real customers to determine whether the message is clear and effective.
You also learn methods for selecting the right market category, framing competitors, and identifying the situations where your product wins most often.
Dunford explains practical exercises designed to help teams align around a single positioning story used across marketing, sales, and product development.
Readers report that the book provides a concrete framework rather than abstract theory.
Many reviews highlight that it is useful for teams that already have a product but struggle to explain it or convert interest into sales.
Our Key Takeaways:
- The book explains how clear positioning helps customers immediately understand what a product is and why it matters.
- It is written for founders, marketers, and sales teams who need practical steps to define and communicate product value.
- You read it to learn a structured framework for choosing the right market, identifying real competitors, and connecting product strengths to customer needs.
You may also want to check out some of our other bestseller book spotlights.
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