April Dunford

Obviously Awesome

1. IDEA 1

   Positioning gives a product context

   Dunford argues that customers judge products based on context, such as what they compare them with. Positioning is deliberately choosing that context, so that the product's strengths are obvious to the right customers.

2. IDEA 2

   Start with alternatives

   Dunford suggests identifying what customers would use if your product did not exist. These competitive alternatives define the comparison. In Dunford's view, customers judge a product against what they already have, such as a spreadsheet or doing nothing.

3. IDEA 3

   Find unique attributes

   Next, identify features or capabilities that your product has and alternatives lack. These are your unique attributes. In Dunford's view, these are the things that set your product apart, so they must be real and not just claims.

All 8 ideas from Obviously Awesome →