Obviously Awesome
by April Dunford
A ten-step method for positioning: isolate what makes you different, who cares most, what market frame makes your value obvious, and how to turn that into a story. Dunford is a practitioner, the examples are concrete, and the book is short enough to apply in a workshop.
Read it if…
prospects do not immediately understand what you do or why it matters.
Skip it if…
you want brand theory; this is tactical positioning.
Three things you will actually use
- Positioning is context; change the frame and the value changes.
- Start from what makes you different, not from the market you assumed.
- Best-fit customers define the category you should claim.
Do this first
List your true competitive alternatives (including 'do nothing') before listing your features.
Our verdict
Positioning you can do in a workshop.
Compare with other Entrepreneurship books
Positioning: The Battle for Your Mind
Al Ries and Jack Trout · Entrepreneurship
The original, dated and timeless.
CLICK TO SEE
Innovation and Entrepreneurship
Peter F. Drucker · Entrepreneurship
Innovation as a discipline.
CLICK TO SEEBrowse all Entrepreneurship book reviews or get the free Reality Code Cheat Sheet.
As an Amazon Associate, WisdomDeck earns from qualifying purchases. Links marked “Click to see” go to Amazon. We are not paid for opinions, prices and availability are not shown here and change on Amazon, and we never see your purchase details. Nothing here is medical, legal or financial advice.