The Story
You know your product is awesome-but does anybody else?
In a crowded market, even the best products struggle to get noticed-not because they're not great, but because your customers don't get them. The problem isn't the product-it's the positioning.
In this second edition of her bestselling book, Obviously Awesome, positioning and tech expert April Dunford gives you the tools to make your product make sense to the right people, and fast. Drawing on more than two decades of launching and positioning products in tech and beyond, Dunford offers a proven, repeatable approach to positioning your product, complete with updated examples and fresh insights drawn from her real-world consulting work.
You'll learn how to
- assemble the right team to tackle positioning,
- use a simple yet powerful five-step positioning process,
- ensure your positioning is highly differentiated from your competitors,
- identify your best-fit customers,
- test your positioning using a structured sales narrative,
- avoid common positioning mistakes that muddy your message.
Whether you're an entrepreneur, marketer, or salesperson struggling to bring inventive products to market, April Dunford's insights will help you find your awesome, so that your customers can too.
Author: April Dunford
Publisher: Ambient Press
Published: 01/27/2026
Pages: 198
Binding Type: Paperback
Weight: 0.52lbs
Size: 8.50h x 5.50w x 0.45d
ISBN: 9781999023058
About the Author
Dunford, April: - April Dunford is the world's foremost expert in positioning for B2B technology companies. April helps companies make complex products easy for customers to understand and love. After a twenty-five-year career leading marketing teams at a series of fast-growing startups, she has consulted with over three hundred technology companies including Google, IBM, Postman, Epic Games and others. April is the author of the acclaimed positioning book Obviously Awesome and the sales classic Sales Pitch. www.aprildunford.com.
This title is not returnable
Description
You know your product is awesome-but does anybody else?
In a crowded market, even the best products struggle to get noticed-not because they're not great, but because your customers don't get them. The problem isn't the product-it's the positioning.
In this second edition of her bestselling book, Obviously Awesome, positioning and tech expert April Dunford gives you the tools to make your product make sense to the right people, and fast. Drawing on more than two decades of launching and positioning products in tech and beyond, Dunford offers a proven, repeatable approach to positioning your product, complete with updated examples and fresh insights drawn from her real-world consulting work.
You'll learn how to
- assemble the right team to tackle positioning,
- use a simple yet powerful five-step positioning process,
- ensure your positioning is highly differentiated from your competitors,
- identify your best-fit customers,
- test your positioning using a structured sales narrative,
- avoid common positioning mistakes that muddy your message.
Whether you're an entrepreneur, marketer, or salesperson struggling to bring inventive products to market, April Dunford's insights will help you find your awesome, so that your customers can too.
Author: April Dunford
Publisher: Ambient Press
Published: 01/27/2026
Pages: 198
Binding Type: Paperback
Weight: 0.52lbs
Size: 8.50h x 5.50w x 0.45d
ISBN: 9781999023058
About the Author
Dunford, April: - April Dunford is the world's foremost expert in positioning for B2B technology companies. April helps companies make complex products easy for customers to understand and love. After a twenty-five-year career leading marketing teams at a series of fast-growing startups, she has consulted with over three hundred technology companies including Google, IBM, Postman, Epic Games and others. April is the author of the acclaimed positioning book Obviously Awesome and the sales classic Sales Pitch. www.aprildunford.com.
This title is not returnable
