Effective product positioning is crucial for entrepreneurship and startup success. April Dunford’s Obviously Awesome provides insightful strategies and practical advice for crafting compelling positioning statements that resonate with target audiences. Here are select quotes from the book, offering valuable lessons and inspiration for entrepreneurs and startup owners aiming to make their products stand out.
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Positioning is a secret superpower that, when harnessed correctly, can change the way the world thinks about a problem.
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Positioning products is a lot like context setting in the opening of a movie.
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Positioning as context is about setting the scene for your product so customers immediately get what it is and why they should care.
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Understand the Customers Who Love Your Product. These are the customers who get your product and its value immediately.
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Positioning is a team sport. You need input from different parts of your company.
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After positioning your product, the next step is to ensure that everyone in your company understands and can articulate the positioning.
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Understanding what your best customers see as true alternatives to your solution will lead you to your differentiators.
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Great positioning rarely comes by default.
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If your prospects can’t figure out what you do—quickly—they will invent a position for you.
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Positioning is often the difference between failure and success, yet few startups intentionally position their products.
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Companies need to communicate clearly and immediately what their product is and why it matters.
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Good positioning communicates to the market that your product is the best choice for a specific need.
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Positioning is an ongoing process that evolves with your market and product.
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A clear positioning strategy can provide direction and focus for your entire company.
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Great positioning resonates with customers and makes your product the obvious choice for their needs.
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Bad positioning means you are essentially pushing a boulder up a hill, struggling to get attention.
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Positioning is the act of defining your product in the market, so customers understand its value.
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Every product is positioned somewhere, either by design or by default.
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Positioning can be a game-changer for startups, helping them gain a foothold in competitive markets.
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Without clear positioning, potential customers may never realize how your product can help them.
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Obviously Awesome is a must-read for any entrepreneur looking to master the art of product positioning. By applying Dunford’s strategies, you can effectively communicate your product’s unique value and stand out in a competitive market. For a deeper understanding and more actionable tips, reading the full book is highly recommended.
Citation: Dunford, A. (2019). Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It. New Degree Press.
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