Obviously Awesome audiobook cover - How to Nail Product Positioning so Customers Get It, Buy It, Love It

Obviously Awesome

How to Nail Product Positioning so Customers Get It, Buy It, Love It

April Dunford

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Categories:
ProductivityMarketing & SalesManagement & Leadership

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Obviously Awesome
The Essence of Positioning+
Phase 1: Setting the Stage+
Phase 2: Landscape & Value+
Phase 3: Finalize Strategy+

Quiz — Test Your Understanding

Question 1 of 6
According to the text, what is the primary purpose of effective product positioning?
  • A. To create a static, unchanging identity for your product that lasts its entire lifecycle.
  • B. To frame a product within a specific context so its unique value is instantly obvious to customers.
  • C. To ensure your product is priced lower than your closest direct competitors.
  • D. To add as many new features as possible to appeal to the broadest market segment.
Question 2 of 6
When forming a positioning team (Step 2), why is it important to include members from various company functions like sales, marketing, and product development?
  • A. To ensure that the marketing budget is distributed equally among departments.
  • B. To train all departments on how to independently launch their own marketing campaigns.
  • C. To pool unique perspectives on the product's attributes, value proposition, and target customer profile.
  • D. To assign accountability effectively if the product fails to gain market traction.
Question 3 of 6
How does the book suggest you should define your 'true competitors' when mapping the competitive landscape (Step 4)?
  • A. By only looking at companies that sell the exact same type of product as you.
  • B. By including direct competitors, alternative solutions, manual processes, and even the customer choosing to 'do nothing.'
  • C. By focusing exclusively on the top three market leaders in your industry.
  • D. By identifying companies that share your target demographic, regardless of what they sell.
Question 4 of 6
What is the main objective of mapping your product's unique attributes to customer value (Step 6)?
  • A. To transition from simply listing product features to identifying the tangible benefits and value clusters they provide to the customer.
  • B. To determine the exact monetary value of each feature so you can increase the product's overall price.
  • C. To convince customers that your product's negative attributes are actually positive ones.
  • D. To create a comprehensive list of technical specifications for your product manual.
Question 5 of 6
When connecting with the most appreciative segments of your customer base (Step 7), what approach is recommended for a growing business?
  • A. Target the broadest possible audience immediately to maximize sales volume.
  • B. Focus exclusively on demographic data like age and gender to find your ideal customers.
  • C. Start with a narrow focus on 'best-fit' customers based on their behaviors and specific needs, then broaden the audience later.
  • D. Ignore your current ardent supporters and focus solely on acquiring customers who previously rejected your product.
Question 6 of 6
How should a company approach market trends when finalizing its positioning strategy (Step 9)?
  • A. Trends should be the primary foundation of your positioning to ensure the product always appears cutting-edge.
  • B. Trends should be leveraged only if they naturally fit and reinforce your positioning, rather than overshadowing it.
  • C. Trends should be ignored completely, as they cause your positioning to become outdated too quickly.
  • D. Trends should be used to completely reinvent the product's market category every year.

Obviously Awesome — Full Chapter Overview

Obviously Awesome Summary & Overview

Obviously Awesome (2019) is a guide on how to master the art of product positioning. It compiles insights and strategies from two decades of experience in B2B tech marketing, providing actionable advice for selling a product's unique attributes to the right audience. 

Who Should Listen to Obviously Awesome?

  • Startup founders in technology sectors
  • Marketing professionals specializing in B2B products
  • Entrepreneurs looking to improve market fit

About the Author: April Dunford

April Dunford has over two decades of experience in marketing. She’s known for her expertise in positioning B2B technology and effectively taking these products to market. Dunford is also a sought-after consultant, speaker, and advisor within the tech industry.

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