Rob and Jason talk about the new book: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford. We give a brief summary of the core concepts along with our key takeaways after reading the book.
“Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about."
Five Components of positioning:
- Competitive alternatives
- Unique attributes
- Value (and proof)
- Target market characteristics
- Market category
- Relevant Trends (Bonus)
- Understand the Customers who Love Your Product
- Form a positioning team
- Align Your Positioning Vocabulary and Let Go of Your Positioning Baggage
- List Your True Competitive Alternatives
- Isolate Your Unique Attributes or Feature
- Map Attributes to Value “Themes”
- Determine Who Cares a Lot
- Find a Market Frame of Reference That Puts Your Strengths at the Center and Determine How to Position it
- Layer On a Trend (but Be Careful)
- Capture Your Positioning so It Can Be Shared
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