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

Praise for Obviously Awesome

April Dunford is the master at positioning and bringing B 2 B tech to market. Obviously Awesomepulls together two decades of her experience into a brilliant step-by-step book that actually shows us how to do positioning, rather than just talking about itwith great examples and a few chuckles along the way.

Rich Mironov, CEO and product management guru

In this valuable book, April Dunford proves that products can be transformed by changing their context. Obviously Awesomeis a must-read for any founder, marketer or salesperson struggling to make their product stand out in crowded markets. We spend a lot of time talking about product and engineering, and not enough time thinking about marketing and positioningthis book can help change that.

Kirk Simpson, co-founder and CEO of Wave

Three years ago, April Dunford contributed invaluable work for Redgate, helping us position our company around a reframed area with more growth opportunities and a bigger mission than we had before. Since then our revenues have grown substantially, in part due to our better positioning. In her new book, Obviously Awesome, April provides an easy-to-understand framework for you to do your own positioning work. If you run through her 10- Step Positioning Process and give yourself the chance to allow the scales to fall from your eyes, youll improve your positioning and ultimately, your product.

Simon Galbraith, CEO of Redgate Software

April Dunford is the thought leader across the country and beyond when it comes to marketing and positioning for startups. She has an uncanny ability to see well ahead on how tech companies will be perceived by their users and customers, and has incredible insights for founders as they launch and scale their startups.

Sunil Sharma, managing director of Techstars Toronto and co-host of Collision Conference

Great positioning is an unbeatable advantage. But youre probably doing it wrong. This book fixes that, offering a clear roadmap that businesses of any size can use to find and communicate their unique advantages on their own terms.

Alistair Croll, founder of Solve for Interesting and bestselling author of Lean Analytics

Positioning. Is. Hard. Really hard. But April Dunford gets it better than anyone I know. Candid, deeply knowledgeable andjust as she is onstageobviously hilarious. April is a master storyteller, and if you liked her keynote talk, you are going to love this book.

Oli Gardner, co-founder of Unbounce

April Dunfords two decades of marketing leadership in large companies and small give her a unique perspective on positioning. This how-to guide is a must-read. Before you spend a dollar on sales and marketing, read Aprils book on positioning.

Renny Monaghan, VP solutions at RingCentral

Sometimes you need a smart, experienced outsider to help you see things in your business in a different light. April Dunford is that person.

Benjamin Alarie, CEO of Blue J Legal

April Dunfords product positioning knowledge and experience are voluminous and she has an unparalleled ability to apply them. Before working with her, we really struggled to quickly and simply articulate our value proposition to customers and often left them confused. When we went through her positioning workshop, she was able to help us home in on a place in the landscape and a value to customers that made sense to people immediately. Shes distilled the elements of the workshop into this book clearly and simply, making it possible for product marketers and entrepreneurs alike to take themselves through the key steps to successfully positioning your product or company. Highly recommended!

Jen Evans,