Obviously Awesome: How To Nail Product Positioning So Customers Get It, Buy It, Love It

You know your product is awesome-but does anybody else? Forget everything you thought you knew about positioning. Successfully connecting your product with consumers isnt a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, will enlighten you. Her new book, Obviously Awesome, shows you how to find your products secret sauce-and then sell that sauce to those who crave it. Having spent years as a startup executive (with 16 product launches under her belt) and a consultant (whos worked on dozens more), Dunford speaks with authority about breaking through the noise of a crowded market. Punctuated with witty anecdotes and compelling case studies, Dunfords book is at once entertaining and illuminating. Among the invaluable lessons youll learn are: - The Five Components of Effective Positioning - How to instantly connect an audience to your offerings value - How to choose the best market for your products - How to use three distinct styles of positioning to your advantage - How to leverage market trends to help buyers understand why making a purchase is important right now Whether youre an entrepreneur, marketer or salesperson struggling to bring inventive products to market, Dunfords insights will help you find your awesome, so that your customers can too.