Obviously Awesome

By Published On: September 8th, 2023

Obviously Awesome by April Dunford is a book that focuses on positioning strategy, helping businesses stand out in the crowded marketplace. The book emphasizes the importance of clear and compelling positioning to drive growth and gain a competitive edge.

Key takeaways:

  1. Positioning Matters: Effective positioning clarifies why your product or service is unique and valuable to customers.
  2. Positioning Spectrum: Dunford introduces the “Positioning Spectrum,” which ranges from “Stealth” (no positioning) to “Obvious” (clearly differentiated). The goal is to move from Stealth to Obvious.
  3. Five Components of a Positioning Statement: Dunford outlines five components that make up a positioning statement: Target Segment, Market Category, Unique Attributes, Value Proof, and Competition.
  4. Competitive Alternatives: Understanding and addressing the competitive alternatives your customers consider is crucial for effective positioning.
  5. Positioning Process: The book offers a step-by-step process to craft a compelling positioning strategy, including identifying your ideal customer, defining your market category, and communicating your unique value.
  6. Iterative Nature: Positioning is an iterative process that may require adjustments as you gather feedback and learn more about your customers.

Checklist for Marketers When Creating a Marketing Plan:

  1. Clearly Define Your Target Audience: Identify and understand your ideal customer persona to tailor your marketing efforts effectively.
  2. Market Research: Conduct thorough market research to understand customer needs, preferences, and pain points.
  3. Competitive Analysis: Analyze your competition to identify gaps in the market and areas where you can differentiate.
  4. Value Proposition: Develop a clear and compelling value proposition that communicates why your product or service is better than alternatives.
  5. Positioning Statement: Craft a concise positioning statement that defines your target segment, market category, unique attributes, value proof, and competition.
  6. Messaging Consistency: Ensure consistent messaging across all marketing channels and materials.
  7. Customer Feedback: Gather feedback from customers and adapt your positioning based on their insights.
  8. Iterate and Optimize: Continuously refine your positioning strategy as you learn more about your market and customers.
  9. Measurement and Metrics: Establish key performance indicators (KPIs) to measure the effectiveness of your positioning and marketing efforts.
  10. Alignment with Business Goals: Ensure that your positioning aligns with your overall business goals and growth strategy.

By following these checklist items, marketers can create a well-defined and effective marketing plan that incorporates the principles of positioning outlined in “Obviously Awesome” to stand out in their market and drive success.

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Written by : Mark Rowland

Mark's been working in and interested in all things marketing since 2010.