Obviously Awesome by April Dunford Summary

Obviously Awesome provides a 10-step framework for effective product positioning, emphasizing how context and customer perception shape market success. It teaches businesses to highlight their unique value by aligning products with the right market category and competitive alternatives, using real-world examples from tech startups.

Marketers, product managers, and startup founders in B2B tech will benefit most. The book offers actionable strategies for positioning complex products, making it ideal for teams launching innovative solutions or struggling to differentiate in crowded markets.

Yes—it’s praised for its practical, example-driven approach to positioning. Readers gain tools to reframe products, identify ideal customers, and craft compelling messaging, with insights drawn from April Dunford’s 25 years of launching tech products.

Key ideas include:

• Positioning as strategy: Aligns business goals with customer perceptions
• Context-first framing: Products shine when placed in the right market category
• Competitive alternatives: Customers define rivals, not companies

Dunford advises asking customers, “What would you use if our product didn’t exist?” This reveals true competitors, which might differ from assumptions. For example, a database startup discovered clients compared them to BI tools—not other databases.

Positioning starts by defining the market category (context) where your product’s strengths stand out. A cake-on-a-stick product, for instance, succeeds when framed as a “portable dessert” rather than just “cake”.

• “How you position your offerings is the underpinning of your entire business strategy”
• “Context can completely transform the way we think about a product”
  These highlight positioning’s strategic role and the power of reframing.

It focuses on actionable steps over theory, blending case studies (e.g., enterprise software, startups) with templates for immediate application. Dunford’s tech background makes it particularly relevant for SaaS and B2B products.

Examples include:

• A bakery repositioning “cake on a stick” as a coffee companion
• A database company realizing clients valued query speed over features
  These illustrate how reframing context drives customer appeal.

While highly practical, the tech-centric examples may limit applicability for consumer goods or non-product businesses. Some readers seek more guidance on positioning service-based offerings.

Dunford’s method helps tech companies:

1. Identify niche markets where their features solve specific problems.
2. Use customer interviews to uncover unrecognized competitive advantages.
3. Simplify messaging by focusing on 1-2 key differentiators.

Value stems from how customers perceive your product’s benefits relative to alternatives. For example, a patented algorithm’s value isn’t the tech itself but faster data processing that improves customer service.