Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
by April Dunford · 2019
In a nutshell
April Dunford's practical guide to product positioning based on launching 16 products. Essential for founders who need customers to immediately understand why their product matters.
Overview
April Dunford provides a step-by-step process for positioning products so customers immediately understand their value. Based on 25 years launching products at startups, this is the practical positioning playbook.
The 10-Step Positioning Process
- Understand competitors
- Isolate unique features
- Map features to value
- Identify best-fit customers
- Find the market you dominate
- Layer on trend/themes
- Capture mindshare with name
- Test positioning
- Roll out across company
- Monitor and adjust
Key Concepts
- Positioning = context for value
- You can't be everything to everyone
- Best customers see you as obviously awesome
- Position in a market you can dominate
About the Author
April Dunford launched 16 products as VP Marketing at high-growth startups. Now CEO of Ambient Strategy.
Self-published 2019. Updated edition 2026. Over 100,000 copies sold.
Reference
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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