Key Insights from "Obviously Awesome"

1. Positioning isn’t branding: Positioning is about defining how your product is the best in the world at providing something that a well-defined set of customers cares a lot about. 2. Context is king: The way your product is perceived is heavily influenced by the context you put it in. 3. Competitive Comparisons: Position your product relative to the competition to highlight your unique value proposition. 4. The 5+1 Framework: This framework helps businesses to determine the best positioning for their product. 5. Repositioning: It's not just about positioning a new product, but repositioning existing ones can also lead to significant growth. 6. Positioning for startups: Startups often have unique positioning challenges and opportunities. 7. Positioning is a team effort: Successful positioning requires input and buy-in from all parts of the organization. 8. The importance of research: In-depth customer, market, and competitive research are essential to effective positioning. 9. Positioning Pitfalls: The book identifies common mistakes that companies make when trying to position their products. 10. Positioning as a strategic tool: Effective positioning can drive strategy and guide many other aspects of business operations.

Detailed Analysis of "Obviously Awesome"

Obviously Awesome by April Dunford provides a comprehensive guide to product positioning, a topic that has been largely overlooked in the realm of business strategy literature. As an experienced professor who has been dealing with the topics from this book for many years, I find it refreshing to see such a nuanced and practical approach to an area that is vitally important yet often misunderstood. Positioning is not branding, as Dunford clearly explains in the early chapters of the book. While branding is about identity and perception, positioning is about identifying the unique value that a product offers and effectively communicating this to a target audience. This is a crucial distinction and one that I often find my students struggle with. Context is king in positioning, and Dunford provides ample examples to illustrate this point. The way a product is perceived depends significantly on the context in which it is presented. If potential customers can't quickly understand what your product does and why it's better than alternatives, they're unlikely to buy. Competitive comparisons are an important part of this contextual positioning. By positioning your product relative to other products in the market, you can highlight your unique value proposition. This approach is particularly useful in crowded markets, where distinguishing your product from the competition is essential. The book introduces a useful tool called the 5+1 Framework for determining the best positioning for a product. The framework includes five components: Competitive Alternatives, Unique Attributes, Value (and Proof), Target Market Characteristics, and Market Category. The "+1" refers to Trends, which can also influence positioning. This framework provides a systematic way to approach positioning, and I've found it to be a valuable tool in my own work. Repositioning, or changing the positioning of an existing product, is another key concept in the book. Dunford argues that repositioning can unlock significant growth and provides several examples to support this claim. Positioning for startups is covered in detail, and Dunford provides valuable advice for startup founders. Startups often have unique positioning challenges, as they're introducing new products in uncertain markets. Positioning as a team effort is another key insight. Successful positioning requires input and buy-in from all parts of the organization, not just marketing. This aligns with my own experience, as I've seen many positioning efforts fail because they were viewed as a marketing exercise rather than a strategic initiative. Dunford emphasizes the importance of research in positioning. In-depth customer, market, and competitive research are crucial to understanding the context in which your product operates and identifying its unique value. Positioning pitfalls, or common mistakes in positioning, are also covered. These include not differentiating enough from the competition, not focusing on a specific target market, and not aligning positioning with company strategy. Finally, Dunford explores the idea of positioning as a strategic tool. She argues that positioning can guide many other aspects of business operations, from product development to sales strategy. This is an important point, as it underscores the strategic importance of positioning. Overall, I believe Obviously Awesome provides a comprehensive and practical guide to product positioning. It's a must-read for anyone involved in product development, marketing, or strategy.