Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It

Well-written and easy-to-follow book on positioning. A must read, especially if you are into marketing of tech products. Goes beyond theoretical constructs and offers actionable framework to arrive at the ideal positioning

[book:Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It|45166937]If you want to understand positioning, this book and the book by Ries and Trout named "Positioning the battle of your mind" are the two books recommended.In the Product Life Cycle, Positioning is one aspect which cannot be ignored. April through her experience after giving 10 steps to position your product and your company gives a simple positioning canvas. This framework is good to have in one mental model.This book is for b2b saas guys, gtm guys, prod guys, ceos , entrepreneurs etc. While in the Tech/IT industry nature of products are different from others, the universal concept of positioning remains the same. April has given quite decent small case studies with respect to IT and Non IT products in this book.While the book claims to give "The How" I feel it falls short a little, as a reader I would also want to understand the nuances both internal to the team(politics) and external(customers), team organisation that go into building a positioning statement, cascading it to the departments namely marketing, sales and customer success. A detail hand holding(a few more pages to the book) on how to go about doing this with couple of detail case studies would really be appreciated.Overall a good book to read.

Loved the book - honestly i struggled with what positioning was till I found this book - the 10 step process is amazing - highly recommended for startups | newly minted CEOs

This book offers to explain positioning in very simple 10 step process with relevant references from industry. In depth research of the market , submarket your product falls in, competitive alternatives in that space, unique offerings of your product, value those unique offerings bring to the customer and targeting focus customer segments who would appreciate and find those attributes useful - covers end to end positioning of your product and also gives you enough flexibility to adjust it basis changes in competitive landscapes and macroeconomic factors.You won't be disappointed, it's a good read.

I read this book recently, but had undergone coaching on #productpositioning on exactly similar lines and in further details.Target AudienceCompetition LandscapeUnique Product AttributesValue for customers of those attributesThese are the broad inputs that you need. The sharper these are, better the positioning statement.Consider this as the playbook for positioning. You won't ever go wrong if you follow these steps. Take my word, I've been following these ever since I learnt them!

Good read especially for new businesses. Your product won't sell by default ,positioning gives your product the respect it deserves

Positioning is a very important subject matter for anyone in marketing, sales or product management.If you have been in the industry for more then 5-7 years or have a business degree then this book doesn’t offer anything new or valuable.There are instances where the book shines but for that you can delve into 100s of articles on medium and elsewhere.If you are new to marketing or product then you may grab this one although I would rather go with Crossing the Chasm, The tipping point and other. The book lack depth and examples.

For some one in product management, I could resonate with this book a lot. The author breaks a lot of myths on what we traditionally learnt about positioning. A must read for every one in marketing or product management or even sales.

Actionable framework with everyday lessons that’s communicated in a manner anyone — marketer or not — can understand.

April helps you to understand a lot of things you don’t know before to decide who your buyer persona or your market is.If you’re having bad time with this definition is because you may be have a lot of gaps.April’s book is an amazing tool to help you with all of that. You must read it ASAP.

A autora se comunica se uma forma maravilhosa e traz uma forma didática de posicionar um produto de forma assertiva, muito além dos exemplos de sucesso que costumamos ver em outras obras, sem de fato falar sobre a parte prática. Recomendo!

When we established our Product Marketing team and were tasked to re-position our offering I bought this book to everyone on the team. Then we discussed it.This book helped me lead the team and create a shared understanding and a common language of what we were after. It also helped me in the conversations with our C-suite in terms of participation and collaboration expectations and to set the right expectations on what we were setting out to deliver.It offered good relatable examples as well as a solid framework to rely on.

April hat für mich hier ein ewiges Marketing Rätsel gelöst. Durchaus vom Konzept von Ries und Trout und Christensen angefixt, konnte niemand genau erklären was zu tun ist um sein Produkt gut zu positionieren. Die größte Erkenntnis aus dem Buch für mich ist die Idee, dass wir als Produktentwickler und -Manager viel Erklärungsarbeit bei Kunden sparen können, wenn wir einfach den Markt in dem wir spielen ändern... Ein anderer Kontext schafft sofort eine andere Preiserwartung, Verständnis und Wertempfinden.