April Dunford's "Obviously Awesome: How To Nail Product Positioning So Customers Get It, Buy It, Love It" is a must-read for anyone in the product or marketing space. With her vast experience as VP of Marketing at several high-growth startups and an executive at global tech giants, Dunford offers invaluable insights into the world of product positioning. Here are five key takeaways from her book:
- Positioning is Crucial: The difference between a product being perceived as 'So?' and 'Wow!' lies in its positioning. No matter how innovative or useful your product is, if it's not positioned correctly, it won't capture the attention it deserves. It's essential to highlight the unique features that set your product apart and make it stand out in the market.
- Narrow Down Your Focus: While it might be tempting to cater to a broad audience, Dunford emphasizes the importance of focusing on your best-fit customers. By understanding what they love about your product, you can tailor your positioning to attract similar customers.
- Positioning is a Collective Effort: Positioning shouldn't be the sole responsibility of the marketing team. It's a business strategy that should be reflected across the entire organization, from sales to product development. Every department offers a unique perspective, and their collective insights can help shape effective positioning.
- Acknowledge Your Competitors: Instead of avoiding mentions of competitors, Dunford suggests highlighting what makes your product unique. By understanding who your customers perceive as competitors, you can better position your product in relation to them.
- Stay Adaptable: The market landscape is ever-evolving. As products and markets change, so should your positioning. Dunford recommends revisiting your positioning every six months or after significant market shifts to ensure it remains relevant and effective.
In conclusion, "Obviously Awesome" provides a comprehensive guide to mastering product positioning. Whether you're launching a new product or looking to reposition an existing one, Dunford's insights are invaluable.
