April Dunford’s Obviously Awesome takes a deep dive into the fundamental cornerstone of successful marketing and sales: positioning. If you’re thinking that positioning is just about coming up with a catchy tagline, think again. Dunford reveals how effective positioning is the foundation upon which every marketing, sales, and business strategy is built. Without it, even the best products struggle to reach their potential.
The Importance of Positioning
One of the key ideas Dunford stresses is that positioning shapes how prospects understand what your product is and why it matters. If you’re not deliberate about this, people will make assumptions based on what they’re familiar with, and this might hide your true strengths or misrepresent your value. The result? A muddled message, missed opportunities, and prospects who move on to a competitor.
Dunford emphasises that strong positioning isn’t just a luxury—it’s a necessity. Whether you’re a CEO, marketer, or salesperson, understanding and articulating why your product is unique and important is critical for shortening sales cycles, generating leads, and ensuring that your message cuts through the noise.
The Dangers of Weak Positioning
The book offers several warning signs that your positioning might need work. If you find yourself spending more time explaining your product than closing deals, or if new prospects can’t quickly figure out what you do, your positioning is likely off. And as Dunford makes clear, no amount of marketing spend or ad campaigns will fix this. Throwing money at the problem won’t help if people don’t understand what you’re selling.
Effective positioning, on the other hand, attracts the right customers—those who see the value in what you offer and won’t waste your time. It also helps you charge a premium and reduces churn from customers who thought they were getting something else.
Context is Everything
A major theme throughout Obviously Awesome is the importance of context. Just like a musician like Joshua Bell might go unnoticed playing in a subway, the value of your product can be overlooked if the context isn’t set correctly. Dunford uses vivid examples to show how positioning gives your product the right frame of reference, allowing customers to grasp its value immediately.
One standout story involves a baker who is excellent at baking bread. In one context, they’re just another baker. But if that bread is baked in a gallery, they become an artist. The environment and context completely change how the product is perceived. This is why, Dunford explains, positioning must be intentional, focusing on the way you want prospects to see your product.
Traps of Evolving Products and Markets
Dunford also highlights two common traps that can derail your positioning:
- Your product evolves over time, but your positioning doesn’t keep up.
- Your market changes, but your product’s positioning remains static.
An example Dunford provides is a company making a product that starts as a cake but evolves to compete with muffins. If the positioning doesn’t shift accordingly, you might find yourself struggling in a market you didn’t plan to compete in. Instead of allowing your product to become a “FrankenCake,” Dunford encourages finding a fresh positioning that highlights your unique strengths.
Find Your Best-Fit Customers
Another important takeaway is that positioning isn’t just about describing your product’s features. It’s about identifying the right customers—those who care the most about the unique value you provide. Dunford encourages narrowing your focus early on. Instead of trying to appeal to everyone, find the customers who will resonate deeply with your product. This makes marketing efforts more cost-effective and impactful.
Competitive Alternatives and Differentiation
One of the most valuable exercises Dunford outlines is understanding how customers view your product in comparison to alternatives. It’s not just about what you’re better at, but about how you can prove that your features and benefits deliver value. For example, if your product works without an internet connection, this could be a critical differentiator for certain customers. But Dunford reminds us to always link features back to the benefits and values that matter most to the customer.
Putting Positioning into Practice
Dunford’s book isn’t just theoretical—it’s packed with actionable advice on how to implement great positioning. She recommends assembling a team that includes leaders from across the business to engage in a positioning exercise. This collaborative exercise ensures that everyone is aligned on how the product should be positioned and understood.
One of the standout examples she uses is Arm & Hammer’s baking soda, which was successfully repositioned from a cooking ingredient to an odour remover. This shift allowed the brand to thrive in new markets by letting go of its old positioning baggage.
Dunford also stresses the importance of competitive alternatives and understanding what people would use if your product didn’t exist. Knowing how to differentiate from those alternatives and prove your value is essential in winning customers over.
Mastering the Art of Positioning
Obviously Awesome isn’t just about making your product sound appealing—it’s about positioning it so that your target audience instantly understands its value. Dunford’s insights are practical, easy to apply, and crucial for anyone looking to improve their business outcomes. Whether you’re an early-stage startup or an established company looking to reignite growth, this book offers the tools you need to rethink your positioning and connect with the customers who will truly appreciate what you offer.
In short, if you want your marketing and sales efforts to pay off, start with positioning. As Dunford shows, getting this right changes everything.
You can get the book or audiobook here: https://amzn.to/4eXtKYn