In Obviously Awesome, veteran tech executive April Dunford argues that great products often fail simply because they are misunderstood.
She defines positioning not as a catchy tagline, but as the context that helps customers instantly understand a product’s value.
When a product is positioned correctly, it stops fighting for attention and becomes the obvious solution for the right buyer.
Dunford provides a proven 10-step process to strip away “positioning baggage” and find the market frame where your product shines.
The book outlines five key components of effective positioning: competitive alternatives, unique attributes, value, target market characteristics, and market category.
Dunford also breaks down three distinct styles of positioning to choose from: Head-to-Head (winning an existing market), Big Fish, Small Pond (dominating a niche), or Create a New Game (defining a new category).
By focusing on your “best-fit” customers, those who buy quickly and advocate for you, you can craft a narrative that turns your distinct features into a compelling reason to buy.
Key Takeaways:
- Positioning is context; it sets the stage for how customers perceive your value.
- The “Big Fish, Small Pond” strategy enables you to dominate a niche before expanding into broader markets.
- Effective positioning focuses on “best-fit” customers who already understand your value.
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