Alliedify

By April Dunford

Introduction

If customers aren’t buying, the problem might not be your product — it might be how you’re positioning it.

In Obviously Awesome, positioning expert April Dunford cuts through the fluff and delivers a battle-tested blueprint for making your product irresistible in any market. Whether you’re launching a new startup, rebranding a SaaS solution, or trying to boost sales for an overlooked product, this book shows you how to make customers immediately “get it” — and want it.

Rather than relying on vague taglines or arbitrary marketing tactics, Dunford offers a clear methodology for finding your product’s unique place in the market. She explains why great positioning isn’t just about messaging — it’s about aligning your product with the right category, the right value, and the right customer mindset.

This is not just a marketing book — it’s a growth tool for founders, marketers, product managers, and sales teams who want to win customer mindshare and scale fast. If your product solves a real problem but your audience isn’t connecting with it, Obviously Awesome will help you reposition with clarity and confidence.

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Top 10 Lessons from Obviously Awesome by April Dunford

1. Positioning is the Foundation of Growth

No matter how strong your product is, poor positioning can make it invisible. Positioning defines how customers understand, compare, and value your product — everything else flows from that.

2. Customers Don’t Buy What They Don’t Understand

If people can’t immediately grasp what your product is, who it’s for, and why it’s valuable, they’ll walk away. Clear positioning eliminates confusion and accelerates purchase decisions.

3. Your Product Isn’t for Everyone — and That’s a Good Thing

Effective positioning means narrowing your focus to the ideal customer, not trying to be everything to everyone. Specificity builds trust, credibility, and word-of-mouth.

4. Context Creates Meaning

People interpret your product through the lens of what they already know. Positioning your product in the right market category gives customers a mental shortcut to understand its value.

5. Features Are Not the Hook — Value Is

Don’t just promote what your product does. Show how those features solve a problem, create outcomes, or deliver results customers care about.

6. Your Real Competitors Might Surprise You

Positioning isn’t just about beating similar products — it’s about winning against the status quo, outdated tools, or even Excel sheets that customers are still using.

7. The Best Positioning Starts with Customer Insights

You can’t guess your way into effective positioning. Talk to your best customers to learn why they chose you, what alternatives they considered, and what value they saw.

8. Strong Positioning Drives Sales and Marketing Alignment

When positioning is clear, sales conversations become easier and marketing becomes more effective. Everyone on your team communicates the same differentiated message.

9. Repositioning Can Rescue a Struggling Product

If you’re not gaining traction, it might not be the product that needs changing — just the way you’re framing it. Smart repositioning can unlock new markets and growth paths.

10. Positioning Is a Strategic Process, Not a Tagline

True positioning goes beyond clever copywriting. It’s about identifying the right market frame, differentiators, proof points, and customer segments — and aligning your strategy accordingly.

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Conclusion

Obviously Awesome isn’t about hype or marketing gimmicks — it’s about building clarity around your product so your customers see exactly why it matters to them. April Dunford gives startups, SaaS companies, and product teams the practical framework they need to cut through the noise and connect with the right buyers.

If you’re struggling with messaging, confused customers, or flatlining growth, this book can transform how the market sees your product — and how fast it takes off.