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Publisher's Summary

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 executive, 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 Obviously Awesome is at once entertaining and illuminating. Among the invaluable lessons you’ll learn are:

  • What 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 the market, Dunford’s insights will help you find your awesome, so that your customers can, too.

©2019 April Dunford (P)2020 April Dunford

What listeners say about Obviously Awesome

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  • Geordie
  • 02-05-20

The best and only book on positioning

I started 2020 off with a new years resolution. 52 books for the year, so a book a week. I had a business goal to read only business books as well, partly to use as incentive to help me reach my goals because I figured after reading 52 books on the same topic, I'd be dying to break off do some fun reading as well. Of all the top rated, best selling business books I've read this year, this is definitely in the top 3 for me. It's also the only book I've found on market positioning. How can any marketer's library be complete without a book on product positioning? This is a must have if you're interested in B2B marketing or any type of marketing. It's simple, clear and exactly what every B2B company should be thinking about, no matter where they are in their journey. I especially enjoyed the author's narration of the book, she's got a great enthusiastic personality behind the tone, which makes the listener's journey that much more enjoyable. She's obviously very passionate about the topic, and knows it very well.

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  • Miss Nadiyah
  • 08-04-21

I’ve Listened, Now I’ll Purchase

Amy breaks down the importance of positioning, provides an easy-to-follow framework and examples of good positioning that iterates the importance of this often overlooked element of marketing. How do you message, activate and measure if you aren’t clear about where you currently and want to stand in the markets that matter? This book answers these questions.

I’ve listened. I’ll purchase next because based on what I’ve heard, I will want to mark up and reference many of the ideas include therein.

Also the performance of the author was great -narrated in a comfortable conversational cadence. Side note - for the most part, I don’t like the performances of professional narrators.

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  • Raymond C. Sandza
  • 19-12-20

Simple, to the point and engaging

If you want business learnings but find business books to be self-involved bad repetitive, you will like this one. Gets right to the point and explains just enough to be useful and insightful without being repetitive.

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  • Anonymous User
  • 06-09-20

Accessible and actionable strategies

“Knowing how to do something and teaching someone else how to do it are two entirely different things.” - This couldn’t be more true. Dunford made positioning accessible, all while drastically elevating my understanding of growth strategy for my company.

I highly recommend downloading her supplement materials - they are instrumental.

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  • Branka
  • 26-08-20

The 10 step guideline is amazing

I’ve found the 10 step exercise very useful for my startup team, for the whole product sales and marketing teams!

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  • Scott
  • 04-05-20

Great practical guide to positioning. What Reis and Trout left out.

This was a much easier read than I expected, and provided a concise process that makes sense. Great examples. Should have read it a year ago.

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  • David
  • 07-05-21

Useful very useful imdeed

Well explained
Full of examples that teach
Accionable directions
Well narrated
It is worth every dollar

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  • Amazon Customer
  • 03-02-21

brilliant, practical positioning you can apply

This beats hands down any courses I've done on positioning. buy the audio of this book, it far surpasses anything else I've come across.

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  • Bulent
  • 08-05-20

Compelling introduction to product positioning

This is an insightful guide to product positioning that Is clear and simple to follow. April’s dulcet Canadian tones makes compelling listening for any entrepreneur seeking to launch or grow their product company. Highly recommended!

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  • Av
  • 14-03-20

Essential reading for marketing and business!

This is an enjoyable, important and useful book that connects overarching principles and strategy to actionable takeaway steps.

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  • Rajeev Varatharajan
  • 15-05-20

Practical and immediately applicable

We’ve been struggling with positioning models and exercises that were more academic and applied to major companies or established brands.

This book has a brilliant framework for startups, new product lines or businesses like ours with many products/customer types and solutions.

It focuses on what really matters for customers and helps you get unstuck from your own “curse of knowledge”