Obviously Awesome: 8 key ideas
The core ideas of Obviously Awesome, each in under a minute, written in our own words. Want the full depth? Get the book.
- IDEA 1 OF 8
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.
- IDEA 2 OF 8
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.
- IDEA 3 OF 8
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.
- IDEA 4 OF 8
Translate features into value
Dunford argues that features matter only because of the value they bring customers.
Positioning should focus on that value. In Dunford's view, a customer cares about what a feature lets them do, not about the feature itself.
- IDEA 5 OF 8
Know who cares most
Dunford suggests identifying the customers who care most about that value.
These best-fit customers are easiest to win. In Dunford's view, trying to please everyone is weak, while focusing on those who care most makes selling simpler.
- IDEA 6 OF 8
Choose a market category
Choosing a market category tells customers what kind of product you are and how to judge it.
The right category highlights your strengths. In Dunford's view, a product put in the wrong category is judged by the wrong standards, and so it looks worse than it is.
- IDEA 7 OF 8
Context changes perception
Dunford argues that the same product can seem weak or strong depending on context.
Positioning shapes that perception. In Dunford's view, the same product can look expensive next to one set of alternatives and cheap next to another.
- IDEA 8 OF 8
Follow a clear process
Dunford offers a ten-step process for positioning, done as a team exercise.
Clear positioning helps marketing and sales. In Dunford's view, a team that agrees on its positioning can tell the same story to customers across every channel.
Get one idea like this every daySwipe through ideas, go deeper on any of them, and save the ones that matter. Free.
Read Obviously Awesome in the app