Obviously Awesome

Product positioning is one of the most important skills every company must master to succeed in today's crowded marketplace. April Dunford's book "Obviously Awesome" offers practical guidance on how to fine-tune your positioning so that your product engages customers, becomes understandable to them, and earns their loyalty. The author, who has extensive experience in product launches, discusses positioning as both a science and an art. The book walks you through the steps to help you understand your customers' needs, differentiate yourself from the competition, and create a strong market identity. It's a guide for anyone who wants to not only sell their product, but also make it irresistible.

Product positioning is the foundation on which the success of any business is built. Imagine ancient merchants offering their wares in busy markets. To gain the attention of customers, they had to find a way to differentiate their spices or fabrics from other sellers. Today, the market is even more complex, but the principle remains the same - customers need to understand immediately why the product is important and what value it brings. Proper positioning is not just about creative advertising or attractive packaging. It is a systematic identification of what makes a product unique compared to alternatives. If it's not clear why a customer should choose your offering, you run the risk of your product blending in with the others. Positioning therefore answers the question: Who is the product for, what problem does it solve, and why is it the best solution? One of the best ways to illustrate the importance of positioning is the story of Tesla. When Elon Musk started making electric cars, he wasn't entering an empty market. Electric cars already existed, but they were considered boring and underperforming. Tesla was able to change that paradigm by positioning its cars as luxurious and technologically advanced. It sold customers not just a car, but a vision of the future that was clean, innovative and attractive. Positioning is important not only for start-ups, but also for those already in the market. In 2000, Apple was on the verge of bankruptcy. However, with the arrival of Steve Jobs, it was able to transform itself by clearly positioning its products. Apple became synonymous with design, simplicity and a premium experience, which is still a pillar of their success today. Just like marketers in ancient markets, today's businesses need to understand that customers make split-second decisions. If a product doesn't deliver an immediate answer to their needs, they will lose interest. That's why positioning is something that should be firmly embedded in all aspects of a business - from product development to marketing to sales. At the core of successful positioning is a deep understanding of customers and their needs. Customers don't buy products, they buy solutions to their problems. That's why every company should regularly reassess whether its positioning still reflects the current needs of the market. This is the only way to maintain its relevance and competitive advantage. Positioning is both an art and a science that combines empathy, strategy and innovation. When done correctly, it allows a strong bond to be established between product and customer, which is the key to long-term success.

Successful positioning is more than just a marketing catchphrase. It is a complex process that connects the core aspects of a product to the needs of customers, involving five key components: competitive alternatives, unique attributes, customer value, target market and market category. These elements form a framework that helps companies not only better understand their product, but also more clearly communicate its value. The first component is the identification of competitive alternatives. If your product didn't exist, what would customers choose instead? This analysis reveals who you are really competing with in the marketplace. For example, Netflix was once a competitor not to traditional TV channels, but to services like Blockbuster. Over time, however, its competitors have morphed into Disney+, Amazon Prime and other streaming platforms, which has affected its strategy. The second key is your product's unique attributes - the features that differentiate it from the competition. These are specific features or benefits that add value to customers. Apple Watch is not just a watch, it's also a health monitor and fitness coach. These attributes were chosen strategically to appeal to customers looking for an active and technologically advanced lifestyle. Customer value is the third pillar. It's not just about what the product does, but how it improves the customer's life. Imagine robotic vacuum cleaners. Their value is not in the actual cleaning of the floor, but in the time they save customers. This value must not only be identified, but also communicated effectively. The fourth component is defining the target market - the exact group of people for whom your product is intended. The more specific you are, the more effectively you can tailor your offering. Airbnb started as a platform for travelers looking for affordable accommodation. However, it gradually expanded its target audience to luxury travellers, enriching its portfolio with premium offerings. The final but equally important component is the market category. It is the context in which your product exists. Tesla could be branded as a car manufacturer, but its positioning in the "luxury technology products" category has allowed it to have a unique identity and differentiate itself from traditional automotive brands. Together, these components form the basis of effective positioning. When used correctly, they enable companies to create a clear and compelling message that reaches target customers, builds their trust and ensures long-term success in the marketplace.

Every product has its ideal audience - the group of people who appreciate its value the most. Identifying these customers is an essential step to positioning yourself effectively while establishing a solid foundation for growth. But how exactly do you find out who those "best" customers are, and why is it so important? The best customers can be likened to fans of a band. These are the people who not only understand your music, but are willing to listen to it over and over again, recommend it to friends, and attend shows. For a product, that means customers who return to it repeatedly, actively use it, and spread positive testimonials about it. For example, Slack, a team communication tool, was originally geared towards development teams. However, after analysing its most loyal users, it realised that its potential went beyond this segment and started targeting a wider corporate clientele. The identification process begins with a deep dive into customer data. Who are the people who use your product most often? What problems are they using it to solve? Many companies make the mistake of targeting a broader audience instead of looking for deeper insight into the needs of their most satisfied customers. Airbnb, for example, noticed early on that their biggest success was with young travelers looking for an alternative to hotels. This group became their springboard to massive growth. When analyzing your best customers, it's key to understand not only their demographics, but also their motivations and behaviors. Spotify has realised that its core users are not just looking for music, but personalised playlists that reflect their moods and preferences. This insight led them to create features like "Discover Weekly", which is one of the most popular services today. Getting feedback is also an important part of this. Questions such as, "What motivated you to buy our product?" or "What problem did you solve with it?" can reveal key needs that you can focus on. In this way, Zoom has revealed that its popularity is not just in the quality of the video calls, but also in the ease of use. But identifying your best customers is only the first step. The next is creating strategies that will strengthen their loyalty and attract like-minded users. This method allows a company to focus its resources on the segment that delivers the most value, rather than spreading its efforts across less profitable groups. This process not only helps strengthen customer relationships, but also allows product teams to better tailor their offerings. Identifying and understanding your best customers is therefore an integral part of building a successful product that resonates in the marketplace.

Product positioning is not the job of one department or individual, but a collaborative effort of the entire team. Every member of the organization - from developers to marketing to customer support - plays a key role in how the product is perceived in the marketplace. This collaboration is essential to ensure a consistent and authentic message that customers will recognize and appreciate. Imagine a premium coffee producer looking to enter the organic market. If the marketing department communicates sustainability, but the product packaging is made of non-recyclable plastic, customers will quickly notice the inconsistency. That's why positioning must be coordinated at all levels so that every detail supports the same story. One well-known example of successful teamwork is Patagonia, a company renowned for its commitment to the environment. This philosophy is reflected not only in marketing, but also in manufacturing, customer service and product recycling policies. Every employee understands how their work contributes to building the brand and its values. The key to successful team activity is effective communication. Each team member needs to understand what product positioning means and how their actions affect product perception. For example, at Slack, the positioning process was based on active workshops where members of different departments worked together to define the target market, core values, and unique product features. At the same time, it's important that each team has access to the same data and customer feedback. If the development team knows what problems customers are solving with the product, they can tailor its features. If customer support understands what customers are attracted to, they can improve the way they communicate and resolve issues. LEGO is an example of a coordinated team strategy. When it faced financial challenges in the 1990s, its team came together to redefine its brand positioning. The result was a focus on creativity and fun for children and adults alike, leading to the iconic building blocks we know today. However, team activity in positioning is not just about internal processes. It also involves working with external partners such as suppliers, vendors or marketing agencies. All of these parties must be aligned with the product's mission and values to create a consistent experience for the customer. From improving internal processes to strengthening customer relationships, positioning as a team activity has clear benefits. When all members of the organization pull together, the product not only gains a strong identity, but also long-term trust and loyalty in the marketplace.

The business world is constantly changing, and with it the needs, expectations and behaviours of customers. What worked yesterday may not be effective today. The ability to adapt product positioning to market changes is therefore crucial for long-term success. Ignoring these changes can lead to a loss of relevance, while proactive adaptation opens up new opportunities and increases competitive advantage. In the 1970s, IBM was considered a leader in the production of large computers. However, when personal computers began to dominate, IBM faced a challenge: adapt its positioning or face decline. The company decided to invest in the development and production of PCs, not only surviving but also gaining a new market position. This move underlines the importance of a flexible approach to changing technological trends. Adapting to the market requires constant data collection and trend monitoring. Companies need to analyse not only their sales and feedback, but also macroeconomic factors, technological advances or cultural shifts. For example, fashion brands such as Zara are known for their ability to react quickly to current trends and change their collections based on demand. This flexibility has enabled them to maintain a leading position in the fast-changing fashion industry. An important part of adapting is also exploring the competitive environment. When Netflix started out as a DVD rental service, its competition was Blockbuster. But as streaming evolved, the market changed, and Netflix responded by transforming itself into a platform for original content, securing a leadership position in the new era of entertainment as well. Changes in the market can sometimes bring unexpected opportunities. In 2020, the COVID-19 pandemic forced many companies to rethink their strategies. Zoom, until then a relatively unknown video conferencing tool, became a global leader in its category thanks to its ability to respond quickly to increased demand. The company was able to adapt not only its infrastructure, but also its marketing and user experience. However, customisation doesn't just have to mean big changes. Sometimes it's enough to adjust communications or add new features to reflect changing customer needs. For example, McDonald's introduced vegetarian and vegan products in response to growing demand for healthier and more sustainable alternatives, reaching a new target group. The ability to adapt market positioning is not just a matter of survival, but also an opportunity for growth and innovation. Companies that can respond flexibly to change are the ones that will win the trust of customers and remain competitive whatever direction the market evolves.

Every product exists in a market category that influences the way customers perceive it. Choosing the right market framework is one of the most important tasks in positioning. If you place a product in the wrong category, you risk customers misunderstanding its value or comparing it to the wrong competitors. Imagine if Tesla presented its electric cars as an "alternative to bicycles" instead of luxury vehicles. This miscategorization would completely change the perception of the brand and would likely alienate the target audience looking for premium technology solutions. Choosing the right framework means not only highlighting what makes a product unique, but also creating a context that reinforces its value. The market framework influences the way customers evaluate your product. When Red Bull entered the market, it didn't present itself as a "carbonated beverage" - that category would put it in the same category as colas and sodas. Instead, it created an entirely new category: energy drinks. In doing so, Red Bull avoided direct competition with giants like Coca-Cola while building its own distinct identity. The right framework also depends on the needs of the target group. Peloton, a manufacturer of home fitness equipment, doesn't just sell exercise bikes. It has created a category of "luxury digital fitness experiences" that emphasizes their value - a combination of quality equipment and interactive workouts. This approach has allowed Peloton to differentiate itself from traditional fitness equipment and attract customers willing to invest in a premium solution. Choosing the right framework sometimes means redefining existing categories. When Apple introduced the iPhone, it didn't just label it as a "cell phone." It promoted the device as a combination phone, iPod and web browser. This new framework convinced customers that the iPhone was not just another phone, but a revolutionary product that would change the way they communicate and work. For companies entering the market, it can be a challenge to strike a balance between existing categories and creating a new one. If a category is too specific, customers may struggle to understand what it is all about. If it is too broad, the product will get lost in a sea of competition. The key here is a company's ability to create a framework that is both understandable and unique enough. The right market framework not only defines your product, but also influences the entire marketing and sales process. It helps customers understand why your product is relevant and creates a strong foundation for long-term success. Companies that neglect this step risk their product being marginalised, whatever its quality.

"Obviously Awesome" is a practical guide that emphasizes the importance of positioning as a fundamental pillar of any product's success. Whether it's identifying competitive advantages, understanding the needs of the best customers, adapting to market changes, or choosing the right market framework, the book provides clear steps to master this key discipline. April Dunford shows that success is not just about creating a great product, but more importantly about how that product is presented. Positioning is a dynamic process that requires the entire team to work together, think analytically, and constantly adapt. If you want your product to not only survive, but also excel, this book is an essential tool on your path to success. Do you have feedback for us? We'd love it if you let us know your opinion on our content! Just send an email to feedback@rewio.app with the title of this book in the subject line and share your impressions!