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April Dunford
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Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It Kindle Edition

by April Dunford (Author) Format: Kindle Edition
4.6 out of 5 stars 2,106 ratings
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.
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  1. Print length
    204 pages
  2. Language
    English
  3. Accessibility
    Learn more
  4. Publication date
    May 14, 2019
  5. File size
    2.9 MB
  6. Page Flip
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  7. Word Wise
    Enabled
  8. Enhanced typesetting
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  1. Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.
    Highlighted by 4,761 Kindle readers
  2. When customers encounter a product they have never seen before, they will look for contextual clues to help them figure out what it is, who it’s for and why they should care. Taken together, the messaging, pricing, features, branding, partners and customers create context and set the scene for the product.
    Highlighted by 3,845 Kindle readers
  3. Your target market is the customers who buy quickly, rarely ask for discounts and tell their friends about your offerings.
    Highlighted by 3,716 Kindle readers
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From the Publisher

Positioning April Dunford
Positioning April Dunford
Product Positioning

Editorial Reviews

Review

"April Dunford is the master at positioning and bringing B2B tech to market. Obviously Awesome pulls together two decades of her experience into a brilliant step-by-step book that actually shows us how to do positioning, rather than just talking about it--with great examples and a few chuckles along the way."
--Rich Mironov, CEO and product management guru

"In this valuable book, April Dunford proves that products can be transformed by changing their context. Obviously Awesome is a must-read for any founder, marketer, or salesperson struggling to make their product stand out in crowded markets. We spend a lot of time talking about product and engineering, and not enough time thinking about marketing and positioning--this book can help change that."
--Kirk Simpson, co-founder and CEO of Wave

"Three years ago, April Dunford contributed invaluable work for Redgate, helping us position our company around a reframed area with more growth opportunities and a bigger mission than we had before. Since then our revenues have grown substantially, in part due to our better positioning. In her new book, Obviously Awesome, she provides an easy-to-understand framework for you to do your own positioning work. If you run through her 10-stage process and give yourself the chance to allow the scales to fall from your eyes, you'll improve your positioning and ultimately, your product."
--Simon Galbraith, CEO of Red Gate Software

"April Dunford is the thought leader across the country and beyond when it comes to marketing and positioning for startups. She has an uncanny ability to see well ahead on how tech companies will be perceived by their users and customers, and has incredible insights for founders as they launch and scale their startups."
--Sunil Sharma, Managing Director of Techstars Toronto and co-host of Collision Conference

"Great positioning is an unbeatable advantage. But you're probably doing it wrong. This book fixes that, offering a clear roadmap that businesses of any size can use to find and communicate their unique advantages on their own terms."
--Alistair Croll, founder of Solve for Interesting and bestselling author of Lean Analytics

"Positioning. Is. Hard. Really hard. But April Dunford gets it better than anyone I know. Candid, deeply knowledgeable, and--just as she is onstage--obviously hilarious. April is a master storyteller, and if you liked her keynote talk, you are going to love this book."
--Oli Gardiner, co-founder of Unbounce

"April Dunford's two decades of marketing leadership in large companies and small give her a unique perspective on positioning. This how-to guide is a must-read. Before you spend a dollar on sales and marketing, read April's book on positioning."
--Renny Monaghan, VP Solutions at RingCentral

"Obviously Awesome is the playbook for making your market category work for you instead of against you. If your product is hard for customers to figure out, this book is for you."
--Mark Organ, founder and CEO of Influitive, founder and former CEO of Eloqua

"April Dunford may know more about product positioning than any person alive and her deep, practical experience shines in this book. Witty, thoughtful, and genuinely useful, Obviously Awesome is the must-read bible on positioning. If your product is hard for customers to figure out, this book is for you."
--Rich Emrich, CEO of Altus Assessments

About the Author

April Dunford is an executive consultant, speaker and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in positioning and market strategy, and has launched 16 products into market across her 25-year career as VP of marketing at a series of successful high-growth startups. April advises leadership, sales and marketing teams through training, workshops and keynote talks. She is also a board member, investor and advisor to dozens of high-growth businesses. www.aprildunford.com

Product details

  • ASIN ‏ : ‎ B07PPW5V9C
  • Publisher ‏ : ‎ Ambient Press
  • Accessibility ‏ : ‎ Learn more
  • Publication date ‏ : ‎ May 14, 2019
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 2.9 MB
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Not Enabled
  • Word Wise ‏ : ‎ Enabled
  • Print length ‏ : ‎ 204 pages
  • ISBN-13 ‏ : ‎ 978-1999023010
  • Page Flip ‏ : ‎ Enabled
  • Customer Reviews:
    4.6 out of 5 stars 2,106 ratings

About the author

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April Dunford

April Dunford

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April Dunford is an executive consultant, speaker and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in positioning and market strategy, and has launched 16 products into market across her 25-year career as VP of marketing at a series of successful high-growth startups. April advises leadership, sales and marketing teams through training, workshops and keynote talks. She is also a board member, investor and advisor to dozens of high-growth businesses.

Customer reviews

4.6 out of 5 stars
2,106 global ratings

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Customers say

Customers find this book extremely practical and helpful, providing concrete steps for creating meaningful product positioning. Moreover, the writing style is engaging and clear, making it a best business book of the year. Additionally, they appreciate its concise format and actionable approach, with one customer noting how it ties positioning and messaging together effectively.

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74 customers mention "Insight"74 positive0 negative

Customers find the book provides helpful insights and examples, making it an extremely practical resource.

"...Her style is engaging and moves you along at a good pace. And kudos to April Dunford for not feeling the need to drag the text out for length...." Read more

"...products in the B2B software tech space and so the examples were particularly relevant...." Read more

"...Really loved the book and it's helpful for novices wanting to be step ahead of their bosses and seasoned professionals who want to tie it all..." Read more

"...But there are things we can learn, and we can differentiate our products in compelling and thoughtful ways. This book is not a con. It’s a map...." Read more

53 customers mention "Ease of positioning"51 positive2 negative

Customers find the book easy to understand and appreciate its step-by-step approach to product positioning.

"...This book takes a very practical approach with a 10-step methodical process to define positioning...." Read more

"...Obviously Awesome moves beyond the traditional positioning statement (Ries and Trout) and explains a process for creating meaningful product..." Read more

"...of solution, that can be customizable, fits my needs AND gives me step by step instructions on how to set off my ongoing business...." Read more

"...This is a very crisp clear no-bs that lifts the veil of positioning and its power...." Read more

43 customers mention "Readability"43 positive0 negative

Customers find the book highly readable, describing it as one of the best business books of the year.

"...The book is extremely insightful, yet still brief enough to read in 3-4 sittings...." Read more

"Great book for anyone looking to get better with product positioning!" Read more

"Excellent book. Yeah, as many other reviewers, been there, done that, read, that, been taught that...." Read more

"...Really loved the book and it's helpful for novices wanting to be step ahead of their bosses and seasoned professionals who want to tie it all..." Read more

43 customers mention "Writing style"41 positive2 negative

Customers appreciate the writing style of the book, finding it concise, clearly articulated, and engaging.

"...The other thing I would note is that it's just a well-written book. Her style is engaging and moves you along at a good pace...." Read more

"First -- this is a great title! It sets the tone for the writing style and key messages...." Read more

"...This is a very crisp clear no-bs that lifts the veil of positioning and its power...." Read more

"...Definitely recommend this for those in Tech; it’s a quick read." Read more

11 customers mention "Actionable content"11 positive0 negative

Customers appreciate the actionable approach of the book, with one mentioning it provides a plan to achieve goals.

"...marketing, I really appreciated the practical analogies and actionable frameworks. (The cake pop case study was an “aha” moment for me!)" Read more

"...It provides clear, actionable recommendations and a plan to achieve them...." Read more

"...It has a bias to action and is succinct and well-written. As someone with extensive technology start-up and scale-up experience, I find it helpful." Read more

"...A great breakdown of the core principles of positioning -- in an actionable way. Ditch your positioning statement and get this book!!" Read more

8 customers mention "Length"8 positive0 negative

Customers appreciate the book's length, with one noting it provides appropriate depth while maintaining a manageable size.

"...a working, makes sense kind of solution, that can be customizable, fits my needs AND gives me step by step instructions on how to set off my ongoing..." Read more

"...It's a shorter and perhaps smarter companion to Play Bigger. It gives more context and doesn't focus on one way to do things...." Read more

"...A short and easy read, clear and to the point, recommended by many, now myself included...." Read more

"This book is an appropriate length and depth to address the question of how to position companies and products successfully...." Read more

A must Read/Buy for any Founder, Product & Marketing leads and their teams
5 out of 5 stars
A must Read/Buy for any Founder, Product & Marketing leads and their teams
As a long time Global Product Marketing lead in Tech at Intuit, Yahoo, SDL, and early-stage start-ups, that has produced positioning strategy/docs for years, I would say that April's fresh take on positioning is insightful, accessible to all and to the point: solves the old question "How the heck do I fill out the standard positioning sheets that have been around and shared for over 20 years in Tech... April has definitely codified her years of experience in a 10-step process that a positioning team can systematically follow collaboratively and come out with an "Awesome" positioning strategy that will identify their best customers that will "Get" the value their product or service quickly so yes, for these folks it will be an "Obvious" choice. As is often the case the value of any frawework is not the actual output document but the actual collaborative process that aligns the team on vision and common language. Given that good and clear positioning and market strategies are required to win in the market place, whether you will be asked to lead or participate formulating your companies product positioning or if you are in departments that will execute the product, marketing or sales playbooks: buy this book, read it in a few hours and keep it as reference book. You will not regret it. I have already shared this book with many clients and peers. In fact, a good friend that is a new (6 weeks in) VP of Corporate Communications at a $200M public tech company in Silicon Valley, read this book in one evening on my recommendation and led an executive workshop the next day following April's 10 step process - it was a great success. Now we cannot wait to receive the templates from April soon available on her website to transition the great content from the 10-step process workshop into powerful sales messaging that can be disseminated to the sales teams and SDRs not mentioning the marketing team - this is always a challenge in any size company you are. I cannot wait to see how April has codified that critical step as well. Claude Walton, outsourced CMO at Claude Walton Consulting
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Top reviews from the United States

  • Barry S. Graubart
    5.0 out of 5 stars Practical advice, in small bites, on positioning high tech products
    Reviewed in the United States on May 21, 2019
    Verified Purchase
    As April Dunford notes, positioning is often overlooked or simply bundled into messaging. But, as a product lead who has brought numerous complex products to market, positioning is a critical extension of product-market fit. This book takes a very practical approach with a 10-step methodical process to define positioning. While some parts may seem intuitive, I found numerous examples where I had skipped over critical steps in defining a product to a market segment I was pursuing. I am rethinking my current offering in two markets, utilizing her approach.
    The other thing I would note is that it's just a well-written book. Her style is engaging and moves you along at a good pace. And kudos to April Dunford for not feeling the need to drag the text out for length. I've read too many books in this space where the author has 100 pages worth of insights, but feels the need to publish a 250 page book, so repeats themselves throughout (one of my favorite product mgmt books suffers from this) - but she does not do that. The book is extremely insightful, yet still brief enough to read in 3-4 sittings. I've highlighted lots of passages and will now be going back through those with the specific product context in mind.
    37 people found this helpful
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  • cw88
    4.0 out of 5 stars Easy read with valuable pointers and examples
    Reviewed in the United States on July 2, 2019
    Verified Purchase
    First -- this is a great title! It sets the tone for the writing style and key messages.
    Obviously Awesome moves beyond the traditional positioning statement (Ries and Trout) and explains a process for creating meaningful product positioning that can actually be put to use (and not just an entry in a go-to-market planning form). I, too, have spent most of my career building products in the B2B software tech space and so the examples were particularly relevant. It is most definitely a book I would recommend to B2B product managers and product marketers who are looking to improve their business-side skills.

    My only complaint is that the book references downloadable templates, but these are not available on the author's website and samples are not in the printed book. Felt a little like an advertisement to sign up for consulting....
    2 people found this helpful
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  • Levi & Betty
    5.0 out of 5 stars Invaluable information, explained clearly
    Reviewed in the United States on May 16, 2019
    Verified Purchase
    I got this book pre-ordered on my husband's amazon account -hence the name Levi as the account holder.
    I was counting back the days to the release of Obviously awesome. Long awaited, it has arrived today. Yayy :) My passionate, undercover entrepreneur soul got very excited, just by taking a look at the cover and the title. I do indeed want my beloved projects to be obviously awesome to my customers, right away. But I had no clue how to reach that goal fast, let alone reaching it. I got lost in analyzing marketing strategies, the old fashioned ways to "position" my business, books, workshops and the whole shebang. I felt overwhelmed and wanted a working, makes sense kind of solution, that can be customizable, fits my needs AND gives me step by step instructions on how to set off my ongoing business. I needed a plan for my cherished new business ideas to get the best possible start on a limited budget, finding clients who love my product and increasing revenue so investors will fell in love with the idea and will help me contribute to our mutual success. I read the book pretty much in one sitting, after work, while having the strongest cramps I had for a long time. So it's a hell of a book keeping me excited, happy and entertained without painkillers, on the first day of my period. Period.
    I highly recommend it to anyone and everyone who wants the newest approach on positioning to get their businesses off a great start with the newest "technology" and approach, in a fun way.
    I'll make sure I will make it to one of April's workshops in person, her online videos are fun to see and I really dig her humor. I'm sure you will, too. ~Betty
    23 people found this helpful
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  • Ryan Miles
    5.0 out of 5 stars High Recommend for all Marketers and Product Positioning Professionals!
    Reviewed in the United States on March 30, 2025
    Verified Purchase
    Great book for anyone looking to get better with product positioning!
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  • Orange Monkey
    5.0 out of 5 stars Pragmatic intelligence
    Reviewed in the United States on August 3, 2023
    Verified Purchase
    Excellent book.
    Yeah, as many other reviewers, been there, done that, read, that, been taught that. This is a very crisp clear no-bs that lifts the veil of positioning and its power.

    April Dunford will make you realize that great products and great marketing don't matter if you don't position it correctly. You need to put the line with the right bait in the right waters at the right time.

    Truly refreshing.
    2 people found this helpful
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  • Amazon Customer
    4.0 out of 5 stars Great for product marketers
    Reviewed in the United States on October 9, 2021
    Verified Purchase
    I needed a refresher on best practices for positioning and this helped a lot. It could have been a bit more detailed on “how” to do it, such as questions to ask and not ask customers, but it’s possible to connect the dots without that. Definitely recommend this for those in Tech; it’s a quick read.
    2 people found this helpful
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  • Dawn C.
    5.0 out of 5 stars Finally, an actionable book that delivers!
    Reviewed in the United States on August 27, 2019
    Verified Purchase
    Really loved this quick, easy and simple read that breaks down an incredibly complex issue into digestible and actionable bites. April does what a lot of people promise to do, but don't deliver on. Really loved the book and it's helpful for novices wanting to be step ahead of their bosses and seasoned professionals who want to tie it all together. If you're not in the marketing team, this book is also for you so you can have conversations at the C-Suite level around brand, positioning and have a better dialogue about how to cut through the clutter. THANK YOU FOR THIS BOOK!
    2 people found this helpful
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Top reviews from other countries

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  • Ali Raza
    5.0 out of 5 stars Practical
    Reviewed in Australia on April 25, 2025
    Verified Purchase
    Amazing book filled withpractical advice. Real world examples. Wow. Highly recommend to those who want to find their product competitive edge.
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  • Elisa NGUYEN
    5.0 out of 5 stars Must read book!
    Reviewed in Singapore on November 20, 2021
    Verified Purchase
    This book is amazing!
    This book is not only for beginners, but also for experienced professionals. I love the best practices shared by the author!
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  • Mohan N
    5.0 out of 5 stars Simply written - gives immense clarity
    Reviewed in India on April 9, 2024
    Verified Purchase
    Loved the book - honestly i struggled with what positioning was till I found this book - the 10 step process is amazing - highly recommended for startups | newly minted CEOs
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  • Yvonne Jouffrault
    5.0 out of 5 stars Excellent!
    Reviewed in France on May 31, 2019
    Verified Purchase
    This was the most useful book I've read in a long time. It defines a process that I and startups I've worked with have intuitively followed for years but it was never well defined. Well Obviously Awesome does a great job of defining how a company can go about identifying their value and what type of customers they should be targeting. It also provides a great step by step process to follow (and templates online!) which makes it actionable.
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  • José Marcos
    5.0 out of 5 stars Conteúdo excelente
    Reviewed in Brazil on October 21, 2024
    Verified Purchase
    Abordagem objetiva e conceitos consistentes
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