Obviously Awesome

How to nail product positioning

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How to nail product positioning

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You know your product is awesome—but does anybody else? Forget everything you thought you knew about positioning.

Launch tags:Startup Books•SaaS•E-Commerce

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I read Obviously Awesome and it was completely eye-opening! It spurred me to complete interviews with our best customers, which led us to tons of new insights, and we even hired April to facilitate a positioning workshop with our team, which everyone found clarifying and enjoyable. I can’t recommend this book enough - it’s the only book you need to read when it comes to positioning.

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7yr ago

Maker

@heatherpayne thanks so much Heather!!

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7yr ago

I loved this book ⚡️ - and gave copies to everyone I know. It helped to put into words all of those intuitive things that are really hard to explain and build a process around. I like that it offers concrete steps to evaluate your positioning and the things you do well (features and benefits) and the process of evaluating new angles. Startups go through this process (informally) every few months...or as new data comes in. So this book presents a really good roadmap for formalizing (and explaining) the process. 5 stars.

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7yr ago

Maker

@yjouffrault Thanks so much Yvonne!

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7yr ago

This book is stellar. Honestly. I've read a lot of business books, most of which contain very interesting stories about the author's personal wealth. They are shiny and fun to read (read: low standard of writing). You get through them in a couple hours, are stoked, but then you realize you learned nothing. This book is the complete opposite of that. Well, almost. It was a fairly quick read because April writes in a direct, no-nonsense tone. But the book itself has multiple illustrative examples (she explains *how* the company did the thing, not just saying they changed). And with those examples she provides multiple frameworks with step by step guides to follow. I wrote a more in-depth review of the book that has snippets from the book itself, courtesy of April, which you can see here if you want (mods - apologies if this isn't appropriate!): https://pulseblueprint.com/2019/...

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7yr ago

Maker

@stefan_palios Thanks Sefan - and such a great writeup too!

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7yr ago

This book is manna from the heavens for a marketer who doesn't have the time(or the energy) to their PhD in positioning. Thankfully, April has you covered. When I read Obviously Awesome, I was pleasantly surprised by how efficiently April handled explaining the edge-cases of positioning. And if you've been involved in positioning any kind of product, you know how tricky those can be. This book is now my go-to for any kind of positioning exercise because unlike the woo-woo-hand-waving approach that a lot of other branding and positioning books take, April tells it to you straight. And simply. In a paint-by-colors way. That's worked for her across multiple companies with results. This book WORKS.

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7yr ago

Maker

@avinashdsouza hey thank so much!

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7yr ago

I discovered April's work about a year ago through a keynote talk she gave that focused on positioning. I was immediately drawn in by the clarity of her ideas, the relevant real-world examples, and her awesome sense of humor. This book delivers on all three of those points. Zero bloat, all value. And lots of great context around the impact of the ideas across an organization from brand to marketing to sales to product alignment. It's already grabbed some coveted space on my desk so that I can jump back and reference specific sections quickly. Great read, great resource!

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7yr ago

Maker

@clayostrom1 Thanks so much - I'm glad you found it useful!

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7yr ago

If you're a founder and you struggle to understand why people "don't get" your product or you're tempted to create a new product category that no one is ever heard of, stop. Read this book and learn how to connect the people who give a crap about the problem you're solving with your solution.

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7yr ago

Maker

@jfedor thanks Jeff!

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7yr ago

Zoom

Hands down the most practical book I've come across on actually developing positioning for your startup. Highly recommend to anyone tackling positioning! I wrote a detailed review of the book for those interested here: https://www.sachinrekhi.com/posi...

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7yr ago

Maker

@sachinrekhi Thanks so much!!

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7yr ago

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