• Obviously Awesome

  • How to Nail Product Positioning so Customers Get It, Buy It, Love It
  • By: April Dunford
  • Narrated by: April Dunford
  • Length: 3 hrs and 31 mins
  • 4.7 out of 5 stars (315 ratings)

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Obviously Awesome

By: April Dunford
Narrated by: April Dunford
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Publisher's Summary

You know your product is awesome, but does anybody else? Forget everything you thought you knew about positioning. Successfully connecting your product with consumers isn’t 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 executive, will enlighten you. Her new book Obviously Awesome shows you how to find your product’s “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 (who’s 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, Dunford’s book Obviously Awesome is at once entertaining and illuminating. Among the invaluable lessons you’ll learn are:

  • What are the five components of effective positioning
  • How to instantly connect an audience to your offering’s 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 you’re an entrepreneur, marketer, or salesperson struggling to bring inventive products to the market, Dunford’s insights will help you find your awesome, so that your customers can, too.

©2019 April Dunford (P)2020 April Dunford

What listeners say about Obviously Awesome

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The best and only book on positioning

I started 2020 off with a new years resolution. 52 books for the year, so a book a week. I had a business goal to read only business books as well, partly to use as incentive to help me reach my goals because I figured after reading 52 books on the same topic, I'd be dying to break off do some fun reading as well. Of all the top rated, best selling business books I've read this year, this is definitely in the top 3 for me. It's also the only book I've found on market positioning. How can any marketer's library be complete without a book on product positioning? This is a must have if you're interested in B2B marketing or any type of marketing. It's simple, clear and exactly what every B2B company should be thinking about, no matter where they are in their journey. I especially enjoyed the author's narration of the book, she's got a great enthusiastic personality behind the tone, which makes the listener's journey that much more enjoyable. She's obviously very passionate about the topic, and knows it very well.

6 people found this helpful

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I’ve Listened, Now I’ll Purchase

Amy breaks down the importance of positioning, provides an easy-to-follow framework and examples of good positioning that iterates the importance of this often overlooked element of marketing. How do you message, activate and measure if you aren’t clear about where you currently and want to stand in the markets that matter? This book answers these questions.

I’ve listened. I’ll purchase next because based on what I’ve heard, I will want to mark up and reference many of the ideas include therein.

Also the performance of the author was great -narrated in a comfortable conversational cadence. Side note - for the most part, I don’t like the performances of professional narrators.

2 people found this helpful

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It was, well... absolutely awesome

The overall quality is great! I really enjoyed the structure of the book and there's always a more genuine touch when the author narrates it!

1 person found this helpful

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Accessible and actionable strategies

“Knowing how to do something and teaching someone else how to do it are two entirely different things.” - This couldn’t be more true. Dunford made positioning accessible, all while drastically elevating my understanding of growth strategy for my company.

I highly recommend downloading her supplement materials - they are instrumental.

1 person found this helpful

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Great book on positioning

I had to refresh my knowledge on the matter, but the examples the author gives seem to be quite self-sufficient for the newbies as well.

Great story, great cases, a pinch of appropriate humor (but not too much!) and a clear actionable guide on defining and/or refining your positioning. Would highly recommend!

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Starts off slow but picks up 2nd half

I think you can skip to the second half and takeaways for how to construct your positioning story for your sales team at the end

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  • JB
  • 08-19-22

Such a great breakdown

Listened once, then again, then took one step at a time and did the work.
I wish I could spring for a private workshop, but this is a great resource if that's not possible.

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Concise and well written

Great book. Maybe the best I've read on product placement. I'd recommend this book to anyone with a product to sell.

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Awesome

Insightful and informative with fantastic real world examples and a clear implementation roadmap. No hype or BS. My best download of 2021.

Great work April

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Clear, concise, helpful

Clear and concise content that is delivered effectively to get the points across with and can be applied to daily business needs.

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  • Emils Petracenoks
  • 11-15-22

Not enough content that's not in April's podcast appearances

It's sadly a book that falls short on delivering enough generalisations over April's podcasts or, vice-versa, detailed nuance.

Sometimes it gets a bit frustrating to realise that a podcast has described something in more nuance than the book.

Would've been 5 stars if audio book would include select podcast appearances as appendix.

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  • AJ
  • 10-30-22

Right to the point

Well narrated by the author who succinctly expresses her approach and framework with anecdotes.

Would have loved more anecdotes… second edition?

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  • Amazon Customer
  • 09-06-22

Useful, actionable, illustrative

The suggested framework for positioning is detailed and effective. The author takes into account many other key literature available on the topic and integrates the best tips from them + his experience into the suggested approach.

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  • Joe
  • 04-10-22

Great overview of positioning with no fluff

The book comes to life with the case studies, making the theory tangible and digestible. Definitely a book to come back to repeatedly.

Also, it’s an easy listen. April’s voice is refreshing in a sea of professional voiceover people.

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  • Natalie
  • 02-09-22

great for marketers ramping up in their careers

Good practical advice, easy to take away and apply. Only relevant for B2B. Extra resources online to follow up.

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  • David
  • 05-07-21

Useful very useful imdeed

Well explained
Full of examples that teach
Accionable directions
Well narrated
It is worth every dollar

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  • Amazon Customer
  • 02-03-21

brilliant, practical positioning you can apply

This beats hands down any courses I've done on positioning. buy the audio of this book, it far surpasses anything else I've come across.

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  • Bulent
  • 05-08-20

Compelling introduction to product positioning

This is an insightful guide to product positioning that Is clear and simple to follow. April’s dulcet Canadian tones makes compelling listening for any entrepreneur seeking to launch or grow their product company. Highly recommended!

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  • Av
  • 03-14-20

Essential reading for marketing and business!

This is an enjoyable, important and useful book that connects overarching principles and strategy to actionable takeaway steps.

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  • Anonymous User
  • 02-10-22

Game Changer

This book dramatically shifted the way I thought about my products/services. I knew I was missing something with my marketing but I couldn't figure out what. April helped me get the clarity and perspective I needed. Thank you

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  • Rajeev Varatharajan
  • 05-15-20

Practical and immediately applicable

We’ve been struggling with positioning models and exercises that were more academic and applied to major companies or established brands.

This book has a brilliant framework for startups, new product lines or businesses like ours with many products/customer types and solutions.

It focuses on what really matters for customers and helps you get unstuck from your own “curse of knowledge”