Obviously Awesome

In Obviously Awesome, positioning consultant April Dunford argues that most products fail not because they are flawed but because they are positioned poorly. Her central premise is that positioning is not a marketing slogan layered on top of a finished product; it is the deliberate act of defining the context in which a product's strengths become obvious. Dunford's ten-step positioning process forms the backbone of the book, beginning with identifying true competitive alternatives, meaning what customers would actually do if the product did not exist, including spreadsheets, manual processes, or hiring someone. From there, the process moves through isolating unique attributes, translating those attributes into value, determining which customer segments care most about that value, and finding a market category that makes the value self-evident. A distinctive chapter idea is the concept of market "status quo" competitors rather than just named rivals, and the related argument about choosing a market category deliberately—whether to enter an existing one, create a new one, or niche down. Dunford illustrates these ideas with examples drawn from her consulting work with technology companies, including cases where repositioning a product without changing the product itself unlocked growth, and where the wrong category made a capable product look inferior. She also addresses common positioning pitfalls, such as defaulting to a category because competitors occupy it or because it sounds impressive to investors, and she explains how positioning must align across sales, marketing, and product teams to be effective. The book functions as a practical playbook rather than a theoretical text, offering worksheets, exercises, and templates Dunford developed through years of advising software firms. Its core argument is that positioning is a fundamental business strategy choice, not a tagline exercise, and that getting it right makes a product's value feel, in her phrase, obviously awesome.