April Dunford · 4 min read · Product Strategy
Announcement: Obviously Awesome - the new updated and expanded edition!!
Read the original on aprildunford.substack.com →
The author announces an updated, expanded edition of Obviously Awesome, sharing how their positioning framework has evolved from the original edition after years of working with B2B technology companies. The new edition reorganizes around five components and five steps, expands pre-work and multiproduct guidance, and strengthens the post-exercise sales-pitch section with updated messaging ideas, including a hardcover release.
Key Takeaways
- The positioning framework is now structured around five components and five steps, with repositioned steps and expanded pre-work to improve outcomes.
- There is added guidance for multiproduct companies and a deeper dive into differentiating value.
- The after-action section is expanded to better translate positioning into a sales pitch and actionable messaging.
- The edition reflects years of real-world client work and feedback, culminating in a hardcover release.
Excerpt
Almost seven years ago, I published my first book, Obviously Awesome , which attempted to capture the process I use to position B2B technology companies. Back then, I thought I knew a lot about positioning. I had worked with dozens of companies. I taught courses at conferences, startup accelerators, and universities. I had had one million coffee conversations (ok, maybe it just felt like one million) with skeptical tech founders, executives, and marketers who challenged my ideas. Back then, I felt like the method outlined in the book had been pretty battle-tested. I also believed that positioning was a foundational…