Obviously Awesome

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 exec, 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 is at once entertaining and illuminating. Among the invaluable lessons you'll learn 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 market, Dunford's insights will help you find your awesome, so that your customers can too.

You know your product is awesome-but does anybody else? In a crowded market, even the best products struggle to get noticed-not because they're not great, but because your customers don't get them. The problem isn't the product-it's the positioning. In this second edition of her bestselling book, Obviously Awesome, positioning and tech expert April Dunford gives you the tools to make your product make sense to the right people, and fast. Drawing on more than two decades of launching and positioning products in tech and beyond, Dunford offers a proven, repeatable approach to positioning your product, complete with updated examples and fresh insights drawn from her real-world consulting work. You'll learn how to assemble the right team to tackle positioning,use a simple yet powerful five-step positioning process,ensure your positioning is highly differentiated from your competitors,identify your best-fit customers,test your positioning using a structured sales narrative,avoid common positioning mistakes that muddy your message. Whether you're an entrepreneur, marketer, or salesperson struggling to bring inventive products to market, April Dunford's insights will help you find your awesome, so that your customers can too.

You know your product is awesome-but does anybody else? In a crowded market, even the best products struggle to get noticed-not because they're not great, but because your customers don't get them. The problem isn't the product-it's the positioning. In this second edition of her bestselling book, Obviously Awesome, positioning and tech expert April Dunford gives you the tools to make your product make sense to the right people, and fast. Drawing on more than two decades of launching and positioning products in tech and beyond, Dunford offers a proven, repeatable approach to positioning your product, complete with updated examples and fresh insights drawn from her real-world consulting work. You'll learn how to assemble the right team to tackle positioning,use a simple yet powerful five-step positioning process,ensure your positioning is highly differentiated from your competitors,identify your best-fit customers,test your positioning using a structured sales narrative,avoid common positioning mistakes that muddy your message. Whether you're an entrepreneur, marketer, or salesperson struggling to bring inventive products to market, April Dunford's insights will help you find your awesome, so that your customers can too.