Obviously Awesome (Positioning)
I recently finished reading the book Obviously Awesome by April Dunford. I was interested in learning more about product marketing and this came up on a must-read list. After reading it I think it applies broadly across disciplines as product and company positioning aren't an after-thought but rather core to strategy. The book provides the clearest explanation of how to develop your positioning strategy I've seen. In my previous post on 7 Powers , you'll see that the first powers that all startups pursue are "counter-positioning" and/or having a "cornered resource". So positioning is essential to company strategy. 1. What is positioning? Positioning as Context You can think about positioning as context as it enables people to figure out what's important (and what's not). There are some common traps in setting the context for your product or company, including: Product changed: You're stuck on the idea of what you intended to build and ...