Obviously Awesome PDF

April Dunford

Scan to Download
 Obviously Awesome
Unlocking Your Product's Unique Appeal to
Captivate Customers.
Written by Bookey
Check more about Obviously Awesome Summary
Listen Obviously Awesome Audiobook

Scan to Download
About the book
Unleash the full potential of your product with "Obviously
Awesome" by April Dunford, a transformative guide to
mastering the art of positioning. If you’ve ever wondered why
your incredible product isn’t resonating with consumers,
Dunford’s expertise as a tech executive and successful startup
leader will illuminate your path. This insightful book reveals
how to identify your product’s unique “secret sauce” and
effectively communicate its value to the right audience.
Packed with engaging anecdotes and real-world case studies,
Dunford offers invaluable strategies on the five essential
elements of effective positioning, instant audience connection,
selecting optimal markets, utilizing various positioning styles,
and leveraging market trends. Whether you’re an entrepreneur,
marketer, or salesperson aiming to capture the market’s
attention, "Obviously Awesome" equips you with the tools to
reveal your product's true awesomeness—and help your
customers recognize it too.

Scan to Download
About the author
April Dunford is a recognized expert in positioning and
marketing strategy, with over two decades of experience
helping tech startups and established companies alike craft
compelling narratives around their products. As a sought-after
speaker and consultant, she has guided numerous
organizations in refining their value propositions to resonate
with target audiences, enabling them to gain a competitive
edge in crowded markets. Dunford is also known for her
engaging and insightful approach to complex marketing
principles, making her a respected voice in the field. Her book,
"Obviously Awesome," distills her extensive knowledge into
actionable strategies for product positioning, empowering
businesses to clearly articulate their unique value and drive
growth.

Scan to Download
Summary Content List
Chapter 1 : Positioning as Context

Chapter 2 : The Five (plus One) Components of Effective

Positioning

Chapter 3 : Step 1. Understand the Customers Who Love

Your Product

Chapter 4 : Step 2. Form a Positioning Team

Chapter 5 : Step 3. Align Your Positioning Vocabulary and

Let Go of Your Positioning Baggage

Chapter 6 : Step 4. List Your True Competitive Alternatives

Chapter 7 : Step 5. Isolate Your Unique Attributes or

Features

Chapter 8 : Step 6. Map the Attributes to Value “Themes”

Chapter 9 : Step 7. Determine Who Cares a Lot

Chapter 10 : Step 8. Find a Market Frame of Reference That

Puts Your Strengths at the Center and Determine How to

Position in It

Scan to Download
Chapter 11 : Step 9. Layer On a Trend (but Be Careful)

Chapter 12 : Step 10. Capture Your Positioning so It Can Be

Shared

Chapter 13 : After Positioning: What Happens Next?

Chapter 14 : Conclusion

Scan to Download
Chapter 1 Summary : Positioning as
Context

POSITIONING AS CONTEXT

Understanding Context in Positioning

Positioning a product is akin to setting the context in a

movie's opening scene, which helps viewers understand
critical elements such as characters and the nature of the
story. For instance, the transition in "Apocalypse Now"
showcases how context shifts perceptions. Just as the
opening scene prepares viewers for the narrative, proper
positioning helps customers grasp the product's purpose.

Scan to Download
The Impact of Context on Perception

When people encounter a new product, they look for

contextual clues to determine its significance. An example of
this is Joshua Bell, a renowned violinist, who played in a
subway but was unrecognized due to the unsophisticated
setting. His music, typically valued in a concert hall, was
misunderstood without the right context, highlighting how
even exceptional products can fail without proper
positioning.

Creating Context for New Products

Innovative products often lack recognizable frames of

reference, requiring new descriptors to establish their value.
Understanding context also involves recognizing the effects
of product positioning on business outcomes; products can be
framed in various ways that can significantly alter market
perception. Effective positioning transforms ordinary
offerings into exceptional ones.

The Two Traps in Positioning

Scan to Download
1.
Default Positioning Trap:
Creators might limit their product to a single, self-defined
category, overlooking alternative framing that could
highlight its true value.
2.
Market Change Trap:
Products can become poorly positioned due to shifts in
market dynamics, even if the product itself has not changed.

Examples of Positioning Changes

A baker may create a product perceived as a cake, resulting

in specific targeting and competition dynamics. However, if
the created item resembles a muffin more closely, the
positioning should reflect that transformation, drastically
altering the target market and sales strategies.

Deliberate Positioning vs. Default Positioning

The example of the baker attempting to promote a "cake on a

stick" illustrates how default positioning can misrepresent the
product. By reframing it as a "cake pop," the product appeals
to a different consumer context, highlighting its unique

Scan to Download
features correctly.

Repositioning Case Study: Database to Data

Warehouse

A startup struggled with its database product until it realized

it functioned better as a data warehouse. This repositioning
changed perceptions and boosted customer engagement and
sales, reflecting the vital need to evaluate the right context
for products.

Importance of Effective Positioning

Proper positioning is crucial as it affects customer

understanding and potential sales. The lack of a standardized
methodology for positioning highlights the need for
systematic evaluation of customer perspectives, alternative
solutions, and market contexts to ensure unique value
delivery.

Next Steps in Positioning

To effectively position products, it is essential to analyze

components systematically, focusing on customer perception,

Scan to Download
unique solutions, and relevant contexts that make the
product's value clear to its intended audience.

Scan to Download
Example
Key Point:Create the right context for positioning to
elevate perceptions of your offerings.
Example:Imagine you're launching a revolutionary
kitchen gadget designed to simplify meal prep. If you
merely label it as a ‘chopper,’ potential customers might
overlook its innovative features. Instead, you frame it as
a ‘culinary assistant’ that saves time and enhances
cooking enjoyment. By doing this, you're not just
selling a product; you're offering a solution that
resonates with busy home cooks seeking convenience.
This framing allows prospective buyers to quickly
understand its value in their lives, transforming how
they perceive and ultimately desire your product.

Scan to Download
Critical Thinking
Key Point:Understanding context is essential for
effective product positioning.
Critical Interpretation:April Dunford asserts that the
right context is crucial for positioning products
effectively, akin to how opening scenes in films define
viewer expectations and set the narrative. However,
while this perspective emphasizes the significance of
framing a product to highlight its unique value, it
disregards the potential for inherent product qualities to
shine through without extensive context. For example,
products like Coca-Cola became iconic largely due to
brand strength rather than contextual positioning. Critics
may argue that context is overstated and that optimal
product quality and consumer experience can sometimes
transcend presentation. This idea can be supported by
research into consumer behavior, such as the work
found in "Thinking, Fast and Slow" by Daniel
Kahneman, which suggests that perceptions are shaped
not only by context but also by deeper cognitive biases.

Scan to Download
 Chapter 2 Summary : The Five (plus
One) Components of Effective
Positioning

Section Summary

Introduction Positioning in marketing is often misunderstood; this chapter explores key components
for effective positioning beyond traditional methods.

Why You Should Never Create a Traditional positioning statements are simplistic and ineffective for discerning market
Positioning Statement advantages or understanding customer perceptions.

Five (Plus One) Components of The five components plus one bonus for effective positioning are:
Effective Positioning

1. Competitive Alternatives Identify alternatives customers might choose if your solution didn't exist to assess market
position.

2. Unique Attributes Define the unique features that differentiate your offering from competitors.

3. Value (and Proof) Articulate the benefits of unique attributes, backed by facts and customer feedback for
credibility.

4. Target Market Characteristics Identify customer segments that are most likely to value your product based on
demographics or behaviors.

5. Market Category Define the market category for your product to help customers relate it to existing
knowledge.

6. (Bonus) Relevant Trends Leverage current trends that resonate with your target market to enhance urgency and
context for your product.

Interconnections Between The components are interrelated, helping to establish differentiation, identify target
Components customers, and enhance positioning relevance.

Conclusion and Next Steps Utilizing these components leads to better market positioning; the next chapter will
introduce a 10-Step Positioning Process.

Scan to Download
THE FIVE (PLUS ONE) COMPONENTS OF
EFFECTIVE POSITIONING

Introduction

Positioning in marketing is often misunderstood and poorly

executed. This chapter explores key components of effective
positioning, moving beyond the traditional positioning
statement approach that fails to provide meaningful insights.

Why You Should Never Create a Positioning

Statement

Traditional positioning statements are simplistic templates

that do not serve as effective tools for discerning market
advantages or developing strategic positioning. They often
do not reflect actual customer perceptions or unique value
propositions.

Five (Plus One) Components of Effective Positioning

To create effective positioning, one should focus on the

Scan to Download
following five components, plus a bonus:
1.
Competitive Alternatives

- Identify what customers would opt for if your solution

didn't exist. Understanding their existing choices is crucial
for assessing your own market position.
2.
Unique Attributes

- Define the unique features of your offering that the

competition lacks. These can be technical features or specific
business models that differentiate your offering.
3.
Value (and Proof)

- Articulate the benefits your unique attributes provide to

customers. These claims must be backed by facts and
customer feedback to strengthen credibility.
4.
Target Market Characteristics

- Determine which customer segments are most likely to

value your product. This includes identifying specific

Scan to Download
demographics or behaviors that align with your offering's
strengths.
5.
Market Category

- Define the market category within which your product is

positioned. A well-chosen market category helps customers
make sense of your offering and relate it to their existing
knowledge.
6.
(Bonus) Relevant Trends

- Leverage current trends that resonate with your target

market to highlight the importance of your product. Trends
can create urgency and context for potential buyers.

Interconnections Between Components

The components of positioning are interconnected. For

instance, your unique attributes must be compared against
competitive alternatives to establish genuine differentiation.
The value derived from these attributes helps identify ideal
target customers and shapes your chosen market category.
Trending topics can further enhance the relevance of your

Scan to Download
positioning.

Conclusion and Next Steps

Understanding and utilizing these components effectively

leads to a better market position. The next chapter will delve
into a structured 10-Step Positioning Process designed to
implement these concepts in practice.

Scan to Download
Critical Thinking
Key Point:Rethinking Traditional Positioning
Statements
Critical Interpretation:While April Dunford critiques
traditional positioning statements for their lack of depth
and effectiveness, it is essential to recognize that these
templates can still provide foundational guidance for
some organizations. Not all businesses have the
resources or expertise to delve into the nuanced
components Dunford proposes, which may render her
viewpoint somewhat elitist. Moreover, studies in
marketing underscore that simplified frameworks can
aid initial strategic conversations, especially in startups
where speed is crucial. Therefore, though Dunford
presents a compelling argument for complex positioning
strategies, her one-size-fits-all dismissal of positioning
statements overlooks their potential utility in specific
contexts (Kotler & Keller, 2016).

Scan to Download
Chapter 3 Summary : Step 1.
Understand the Customers Who Love
Your Product

STEP 1. Understand the Customers Who Love Your

Product

In developing a systematic approach to positioning,

understanding the interdependencies within the components
is vital. The best market category hinges on knowing the
target customers and the specific value offered. To determine
this, one must assess differentiators and alternatives, as the
market category informs customer perceptions of
competitors.
A conversation with a fellow marketer illuminated the
importance of identifying the happiest customers to uncover
effective strategies. By analyzing the traits and reasons
behind their satisfaction, businesses can better understand
their value proposition and target audience. A successful
repositioning often involves creating a shortlist of best-fit
customers who quickly appreciate the product and become
enthusiastic promoters.

Scan to Download
Identifying Patterns Among Happy Customers

For companies without a base of ecstatic customers, it is

suggested to test the product across a diverse audience. This
experimentation can reveal insights into customer
demographics and preferences. Initial observations about the
product's appeal should remain broad to allow flexibility in
understanding what resonates with potential customers.

Focusing on Customer Needs Over Product Features

It’s a common inclination to center positioning around the

product and its features, but this is often misleading.
Customers tend to be more concerned with how a solution
meets their immediate needs rather than how it compares to
other offerings. Positioning should reflect customer
references rather than focusing on investor expectations or
future visions, which may not align with customer urgency.

Clarifying Product versus Company Positioning

Install Bookey App to Unlock Full Text and
When establishing a brand,Audio
it’s important to distinguish
between product positioning and the broader company

Scan to Download
Chapter 4 Summary : Step 2. Form a
Positioning Team

STEP 2. Form a Positioning Team

A successful positioning process requires teamwork across

various functions within the company, including sales,
marketing, and customer success. Different teams provide
unique insights into how customers perceive and experience
the product, helping to align all assumptions and ideas
through a positioning exercise.

Who Should Be Involved?

The business leader responsible for the product must lead the
positioning effort to ensure it is adopted across the
organization. In startups, this is typically the CEO or
founders, while in larger companies, it may be division or
business unit leaders or heads of marketing and product.
Marketing is often the first to address weak positioning, but
it should not solely “own” the positioning strategy, as it
impacts the entire organization. The outputs of positioning

Scan to Download
affect every department, including:
-
Marketing:
messaging, audience targeting, campaign development
-
Sales and Business Development:
customer segmentation, account strategy
-
Customer Success:
onboarding, account expansion
-
Product and Development:
roadmaps, prioritization

Engagement from All Groups

Active participation from leaders of each business function is

essential for developing and executing an effective
positioning strategy. Each group offers different perspectives
on competitive alternatives, unique features, and ideal
customer characteristics.

Balancing Participation

Scan to Download
While it is valuable to have representation from various
functions, it's important not to overwhelm the discussion
with too many participants. Ideally, one or two senior
individuals from each group should suffice, with discussions
typically effective with three to twelve participants.

Facilitating the Discussion

Bringing in an experienced external facilitator can enhance

the positioning discussion’s productivity and balance. An
outside perspective helps ensure that all voices are heard and
can challenge established assumptions, making the
positioning workshop more effective.

Scan to Download
Chapter 5 Summary : Step 3. Align Your
Positioning Vocabulary and Let Go of
Your Positioning Baggage

STEP 3: Align Your Positioning Vocabulary and Let

Go of Your Positioning Baggage

To explore new ways of thinking about a product, it is crucial

to set aside old perspectives and establish a common
vocabulary around positioning. This involves:
- Ensuring the team shares a clear understanding of:
- The meaning and importance of positioning.
- The components that define a position.
- How market maturity and competitive landscape influence
positioning choices.

Letting Go of Positioning Baggage

The objective of the 10-Step Positioning Process is to

identify the most effective product position in a market
where it can excel. Often, products are perceived through a
narrow lens due to historical context, making it challenging

Scan to Download
to envision alternative uses or markets. A notable example is
Arm & Hammer baking soda, which successfully
transitioned from baking aid to odor eliminator by
recognizing its other valuable features.
To facilitate this shift in thinking, the positioning team must
acknowledge "positioning baggage," understanding that their
historical perspectives may not align with customers' new
and fresh interpretations of the product. Acknowledging this
disconnect is essential for openness to new ideas.

Positioning Story: Clearpath Robotics Transitioning

to Autonomous Vehicles

Clearpath Robotics began by addressing robotics research

challenges but evolved to provide intelligent mobile robots
for industrial applications. Initially, their perception as
simple "robots" limited their appeal against traditional,
stationary competitors. Recognizing the unique capabilities
of their products, they redefined their offering as self-driving
vehicles for industrial use, creating a new division called
OTTO Motors. This strategic repositioning, including design
changes and targeted marketing, led to accelerated sales,
increased investor interest, and industry recognition.

Scan to Download
Example
Key Point:Understanding positioning requires a
fresh perspective and shared vocabulary among team
members.
Example:Imagine you're part of a marketing team stuck
in a routine of promoting an outdated product line
without considering its broader potential. To truly
harness your product's value, you gather your team in a
brainstorming session, encouraging everyone to
contribute their thoughts on how the product could be
viewed differently. As you dismantle old notions, you
begin to realize that the product, initially known for one
function, can be an innovative solution in a completely
new market. This collective effort of aligning your
team's vocabulary around the product's positioning
opens the door to fresh ideas, pushing everyone to let go
of the limiting 'positioning baggage' that has clouded
your vision.

Scan to Download
Critical Thinking
Key Point:Evaluate the Need for Flexibility in
Positioning Strategies
Critical Interpretation:While April Dunford emphasizes
the importance of adopting a common vocabulary and
setting aside historical baggage in product positioning,
it's crucial to consider that such an approach may
overlook the value of a company's established brand
narrative. Relying heavily on the notion of 'positioning
baggage' can lead to the discarding of valuable market
insights gained over time. Critics of Dunford's
methodology may argue, as supported by sources like
Harvard Business Review, that a brand's history can be a
significant asset that informs consumer trust and loyalty.
Thus, while embracing new interpretations can foster
innovation, it is equally important to strike a balance
between historical context and new perspectives to
effectively navigate market dynamics.

Scan to Download
Chapter 6 Summary : Step 4. List Your
True Competitive Alternatives

STEP 4: List Your True Competitive Alternatives

Understanding Customer Perception

Customers may not view competitors the same way

businesses do. Their perspective is crucial for effective
positioning. Instead of focusing solely on a product's
features, it's important to consider how customers perceive
these features relative to alternatives.

Identifying Customer Problems

The core of positioning revolves around the problems

customers aim to solve. It is helpful to ask customers directly
about their challenges. However, customers may struggle to
articulate these issues clearly.

Customer Insights Example

Scan to Download
An example from a startup illustrates that while users spoke
technically about their needs, their alternatives to the product
(like business intelligence tools or data warehouses) revealed
more about their perception than their direct answers about
problems.

Realizing Competitive Alternatives

To clarify true competitive alternatives, one should ask:

"What would our best customers do if we didn’t exist?"
Often, the answer may not be another product but rather
manual or simplistic methods like pen and paper.

Conducting the Exercise

When listing alternatives, teams should focus on their best-fit

customers and rank them from most common to least
common. This keeps attention on the most relevant solutions
rather than obscure options.

InstallonBookey
Focusing App to Unlock
Core Alternatives Full Text and
Audio
It’s essential to avoid including competitors with minimal

Scan to Download
Chapter 7 Summary : Step 5. Isolate
Your Unique Attributes or Features

STEP 5: Isolate Your Unique Attributes or Features

Overview of Unique Positioning

Strong positioning revolves around the strengths of a

product. After identifying your competitive alternatives, it’s
essential to pinpoint what distinguishes your product as
better and different.

Defining Features

Features, or attributes, refer to the specific capabilities of

your product or company, such as “a 15-megapixel camera”
or “integrates with QuickBooks.” Focus on listing all unique
capabilities, even those perceived negatively by some.

Gathering Feedback

Scan to Download
Consider customer feedback when determining your unique
attributes. You might possess a rare combination of skills,
technology, or sourcing practices that set your business apart.

Understanding Perspectives on Features

Attributes may be viewed differently by team members. An

example is a feature that requires professional services for
installation—while some see it as a disadvantage, others
might view it as a positive offering for customized service.

Proving Your Strengths

To validate your strengths, focus on objective, provable facts

rather than subjective opinions. Metrics such as staffing
levels, certifications, or speed of proficiency can substantiate
claims.

Utilizing Third-party Validation

Evidence from independent reviewers or customer

testimonials can enhance your claims about your product’s
features versus competitors.

Scan to Download
Broadening Your Unique Attributes

Think creatively about what makes your offering

unique—this could include proprietary processes, specialized
expertise, or unique distribution channels.

Types of Attributes to Consider

Focus on “consideration” attributes that matter during

purchasing decisions rather than "retention" attributes, which
might only affect renewals. Customers need to first see value
to consider buying; otherwise, retention attributes become
irrelevant.

Listing Attributes

During this stage, you should compile a comprehensive list

of attributes without filtering their importance initially.
Grouping will happen in later stages of the process.

Scan to Download
Example
Key Point:Identifying Your Unique Features
Example:When crafting your unique market positioning,
imagine you’ve just launched a cutting-edge app. Start
by listing every feature it offers, like real-time
collaboration, offline access, or seamless integration
with popular software. Consider how potential users
might perceive these features differently; for some, the
offline mode may seem unnecessary, while others may
view it as a lifesaver during travel. Gather feedback
from early users to see which attributes resonate most
and highlight them in your marketing—this ensures that
your distinct advantages are not just known, but truly
understood by your target audience as what sets you
apart in a crowded marketplace.

Scan to Download
Chapter 8 Summary : Step 6. Map the
Attributes to Value “Themes”

STEP 6: Map the Attributes to Value Themes

In this step, we focus on translating product attributes into

meaningful value for customers. While attributes such as
"15-megapixel camera" or "all-metal construction" signify
features, customers ultimately care about the benefits these
features provide, like "sharper images" or "a stronger frame."

Moving from Features to Benefits to Value

Articulating value means contextualizing benefits within the

goals customers aim to achieve. For example, features lead to
benefits, which then translate to values like "sharp photos
even when printed" or “cost savings on frame replacements.”

Every feature can yield multiple value points, and we will

explore this further in Step 7 to identify customer segments
interested in these values.

Scan to Download
Examples of Features, Benefits, and Value

-
Feature:
15-megapixel camera

Benefit:
Sharp photo images

Value:
Images remain sharp when zoomed or printed large.
-
Feature:
All-metal construction

Benefit:
Stronger frame resistant to damage

Value:
Lasts five times longer, saving $50,000 annually on
replacements.
-
Feature:
One-click reports

Scan to Download
Benefit:
Fast, easy report generation

Value:
Enables better decision-making across the organization with
accurate metrics.
-
Feature:
24-hour support

Benefit:
Always available assistance

Value:
Global operations can receive help across all time zones.

Confusion Between Features and Value

Many people, particularly in technical fields, struggle to

separate features from benefits and value. It is crucial to
articulate why features matter. For instance, mentioning a
"patented fuzzy logic algorithm" needs to be coupled with
the benefit of "faster response times," which can lead to

Scan to Download
improved customer satisfaction by enabling immediate
responses.

Clustering the Value into Themes

Next, identify recurring themes by grouping related value

points from a customer perspective. For example, features
like “works on any mobile device” and “works without
internet” can collectively support remote operations. Aim to
reduce these to one to four value clusters, noting that
sometimes only one central value point may emerge.

Conclusion

This positioning exercise prioritizes the most significant

features that distinguish a product and presents its unique
value clearly, rather than listing every attribute that
customers may appreciate. In essence, “The stone age didn’t
end because they ran out of stones.”

Scan to Download
Chapter 9 Summary : Step 7. Determine
Who Cares a Lot

STEP 7: Determine Who Cares a Lot

Once you've identified the value of your product, focus on

understanding which customers prioritize that value. Not all
customers appreciate your product's features equally; for
example, integration with QuickBooks is crucial for
businesses that send numerous invoices but irrelevant to
those who do not use QuickBooks.

Segmentation Exercise

Marketers refer to this process as segmentation. However,

traditional demographic-based segmentation often fails in the
business context. Instead, you should create actionable
segmentation based on identifiable characteristics that
resonate with your product's value. For consumers, this might
include brand preferences, purchasing habits, or personal
interests; for businesses, it could involve their sales strategies
or product investments.

Scan to Download
Identifying Best-Fit Prospects

Best-fit customers are those who are most excited about your
offerings, making them easier to sell to and retain. Contrary
to the belief that targeting a broad audience is more effective,
focusing on best-fit customers leads to better engagement
and sales. They understand and appreciate your product
quickly, often valuing it enough to suggest higher pricing.

Narrow Targeting for Success

To optimize limited marketing resources, narrow your target

initially, aligning it with your immediate sales goals. Adjust
your definition of "best-fit" only if your sales targets cannot
be met. Your positioning should resonate with current best-fit
customers but remain flexible to evolve with them over time.

Mapping Value to Customer Segments

Understanding who cares about your product's features is

Install
crucial. Bookey
Assess App to Unlock
which businesses Full Text
face challenges and
aligned
with your product's unique Audio
attributes. For example, if your
software excels at scheduling across multiple locations,

Scan to Download
 Chapter 10 Summary : Step 8. Find a
Market Frame of Reference That Puts
Your Strengths at the Center and
Determine How to Position in It
Section Summary

STEP 8: Find a Market Frame of Understand your ideal prospects and product attributes to choose a market frame
Reference That Puts Your Strengths at that highlights your value.
the Center

Choosing the Right Market Frame of Market definitions should resonate with customer perceptions rather than
Reference introducing new categories unless intentional; positioning informs customer
comparisons.

Strategies for Selecting a Market Frame

Abductive Reasoning: Identify features and values to align with typical

product categories.
Adjacent Markets: Explore neighboring markets for better recognition of
strengths.
Customer Input: Gather customer feedback carefully, as perspectives
may be limited.

Positioning Story: Wattpad’s Wattpad transitioned from a storytelling platform to a global entertainment
Transformation company by leveraging data and redefining itself with media partnerships.

Positioning Styles

Head to Head: Compete directly in an established market.

Big Fish, Small Pond: Target a subsegment with unmet needs.
Create a New Game: Establish a new market category when necessary.

Positioning Story: Janna Systems’ CRM By focusing exclusively on investment banks, Janna Systems differentiated from
Success competitors and achieved significant growth.

Implementation of Positioning Styles

Ensure competitive advantage for Head to Head.

Verify substantial subsegment for Big Fish, Small Pond.
Prepare for market education in Creating a New Game.

Conclusion Selecting the right market frame involves understanding customer needs,
evaluating the competition, and leveraging strengths for successful market
positioning.

Scan to Download
STEP 8: Find a Market Frame of Reference That
Puts Your Strengths at the Center

You have an understanding of your ideal prospects and your

product’s unique attributes. The next step is to select a
market frame of reference that highlights your value. This is
crucial, as the market category you initially considered may
no longer be the best fit due to your offering’s evolution and
changes in customer viewpoints.

Choosing the Right Market Frame of Reference

-
Market Definition
: A market must resonate with existing customer perceptions,
rather than being a newly defined category unless you are
intentionally crafting one.
-
Positioning
: Positioning your offering within a specific market informs
customers what to compare you against, assisting in their
understanding and purchase decision.

Scan to Download
Strategies for Selecting a Market Frame

1.
Abductive Reasoning
: Identify key features and value to find typical product
categories that align.
2.
Adjacent Markets
: Explore neighboring markets where your strengths might be
better recognized.
3.
Customer Input
: Engage customers for feedback about their perception of
your market but proceed cautiously, as their perspective may
be limited.

Positioning Story: Wattpad’s Transformation

Wattpad began as a social storytelling platform for mobile

users but evolved into a global entertainment company by
leveraging its data about storytelling. After success in
adapting its stories for TV, Wattpad transitioned to working
with major media brands and redefined itself as an
entertainment company, growing its user base significantly.

Scan to Download
Positioning Styles

1.
Head to Head
: Compete in an existing market to be the leader. This
strategy works best when you can outmatch competitors on
established purchase criteria.

2.
Big Fish, Small Pond
: Focus on a subsegment of the market with distinct needs
unmet by leaders, allowing easier targeting and quicker
traction.
3.
Create a New Game
: Invent a new market category when existing ones don’t
apply. This requires substantial effort and resources to
educate the market and establish yourself as a leader.

Positioning Story: Janna Systems’ CRM Success

Initially struggling as a CRM provider, Janna Systems

pivoted to focus exclusively on investment banks, effectively

Scan to Download
differentiating itself from the dominant player, Siebel
Systems. This shift led to significant revenue growth and
ultimately culminated in a lucrative acquisition.

Implementation of Positioning Styles

When employing each strategy:

-
Head to Head
: Ensure a credible competitive advantage exists.
-
Big Fish, Small Pond
: Verify the subsegment is substantial enough to achieve
business goals.
-
Create a New Game
: Prepare for extensive market education and the possibility
of managing or combating competitors asserting that your
offering is just a feature.

Conclusion

The journey of selecting the right market frame and

positioning your product involves understanding customer

Scan to Download
needs, evaluating competitive landscapes, and leveraging
your unique strengths to define your place in the market
successfully.

Scan to Download
Critical Thinking
Key Point:The Importance of Market Frame
Selection in Positioning
Critical Interpretation:April Dunford emphasizes that
choosing an appropriate market frame of reference is
crucial for effectively communicating a product's
strengths. However, some may argue that rigid
adherence to existing market definitions can stifle
innovation and limit potential opportunities to redefine
customer perceptions. It is essential to recognize that
while Dunford's insights are valuable, different market
dynamics might necessitate alternative strategies. For
instance, the concept of 'Blue Ocean Strategy' suggests
that creating uncontested market space can yield a
competitive advantage, a perspective that indicates that
traditional categories may not always be relevant (Kim
& Mauborgne, 2005). Thus, readers are encouraged to
critically assess Dunford’s perspective and consider the
evolving nature of markets.

Scan to Download
Chapter 11 Summary : Step 9. Layer On
a Trend (but Be Careful)

STEP 9. Layer On a Trend (but Be Careful)

When determining your market context, consider layering a

trend on your positioning to enhance customer understanding
of your offering's current relevance. This optional tactic can
be powerful if done cautiously. Visualize the intersection of
your product's strengths, market context, and
customer-relevant trends.
An example is a startup that provided a product for retail
sales associates, allowing them access to both e-commerce
and in-store information. They aligned their product with the
trend of “mobility,” as retailers were keen on equipping sales
associates with tablets. This alignment helped reinforce their
product's value.
While it's possible for well-positioned products to succeed
without linking to a trend, integrating relevant trends can
make offerings appear timely and interesting. Caution is
advised; if a trend doesn't align with your positioning, it risks
muddling your message. Sometimes, a straightforward

Scan to Download
approach is preferable to overcomplicating with trends.

POSITIONING STORY: Redgate Software

Redgate Software is a leader in the database tools market,

providing essential services with over 800,000 users. Despite
their success, customers viewed their offerings as not urgent
or "cool." To enhance their storytelling, Redgate aligned their
products with the trending concept of DevOps, emphasizing
the importance of databases in the process. They produced
relevant content and trained their sales team to consult with
development teams.
This approach led to an increase in customers purchasing
multiple products and a 100% rise in inbound leads,
indicating a shift in perception toward their products as a
priority.

CAUTIONARY TALES ABOUT TRENDS

Describing a trend without defining a market can lead to

confusion and muddled messaging. For instance, a company
illustrated their app as "the sharing economy for pets," but
clarity came only after detailing their actual market—a pet
service marketplace.

Scan to Download
Trends must have a clear connection to your product. Don't
get lost in content creation focused on trends without linking
back to your actual solution, as demonstrated by the failed
rebranding of Long Island Iced Tea to Long Blockchain,
which lacked a coherent strategy related to their existing
products.
While integrating trends into your positioning can be
beneficial, it's crucial to maintain alignment with your
product. Companies can thrive without trendy associations
and might be better off embracing stability over hype.

Scan to Download
 Chapter 12 Summary : Step 10. Capture
Your Positioning so It Can Be Shared
Section Content

STEP 10 Capture Your Positioning so It Can Be Shared

Importance of Positioning Positioning calls for company-wide buy-in for effective branding, marketing, sales strategy,
Communication product decisions, and customer success.

The Challenge of Positioning statements are often too brief and contrived, failing to convey product nuances for
Positioning Statements easy memorization.

Creating a Detailed A comprehensive document detailing each component of positioning is recommended as a

Positioning Document resource for marketing, sales, and product development.

Short and Concise A single-page summary and a positioning canvas are recommended for easy sharing across the
Communication company.

The Positioning Canvas

Structure
Product Name and Description: Identification of the product.
Market Category: Macro market and relevant subcategories.
Competitive Alternatives: Identifying substitutes customers may consider.
Unique Attributes: Features exclusive to the product.
Value: Benefits those attributes offer to customers.
Target Customers: Characteristics of customers likely to value the product.

STEP 10: Capture Your Positioning so It Can Be

Shared

Importance of Positioning Communication

Positioning is not effective unless shared throughout the

organization. For successful implementation in branding,

Scan to Download
marketing, sales strategy, product decisions, and customer
success, company-wide buy-in is essential.

The Challenge of Positioning Statements

A common issue with positioning statements is their brevity,

which often fails to capture product nuances. They tend to be
too contrived for easy memorization.

Creating a Detailed Positioning Document

It is recommended to create a comprehensive document that

details each component of the positioning. This document
should clarify how each element interacts, serving as a
resource for marketing, sales, and product development.

Short and Concise Communication

A single-page summary of the positioning is useful for easy

sharing across the company. Additionally, employing a
positioning canvas offers a visual representation of critical
Install Bookey App to Unlock Full Text and
components.
Audio
The Positioning Canvas Structure

Scan to Download
Chapter 13 Summary : After
Positioning: What Happens Next?

AFTER POSITIONING: WHAT HAPPENS

NEXT?

When positioning workshops conclude, the immediate

question often is what to do next. While the positioning
exercise is valuable for unifying the team around
differentiated value and target segments, the next step is
implementing this positioning throughout the company.

Translating Your Positioning into a Sales Story

1.
Importance of Sales Story:
For businesses with complex sales cycles, embedding
positioning into sales conversations is crucial. The sales story
helps frame how products are pitched to prospects.

2.
Components of a Sales Story:

Scan to Download
 -
Problem Definition
: Clearly outline the problem your solution addresses.
-
Current Solutions
: Describe how existing solutions fall short.
-
Perfect World Scenario
: Illustrate what an ideal solution looks like.
-
Product Introduction
: Present your product within the relevant market category.
-
Value Themes
: Detail how the solution delivers value.
-
Next Steps
: Conclude with a call to action for the prospect.
The goal is to create agreement on how positioning translates
into pitches.

Messaging

Scan to Download
Once the sales story is defined, the marketing team should
translate it into specific messaging for campaigns and
materials. A messaging document should be created as a
foundational reference to ensure consistency and prevent
message drift.

Product Roadmap and Pricing

Changes in positioning usually affect marketing and sales but

can also influence product feature prioritization and pricing.
Incorporating adjustments that reflect new positioning helps
maintain relevance in the market.

Tracking Your Positioning over Time

- Regularly reassess positioning, ideally every six months or

after significant market changes.
- A shift in competitive landscape can necessitate
reevaluation. Monitor customer perceptions and the
relevance of competitors.
- External factors, such as regulatory changes or
technological advancements, can affect positioning.
- Customer attitudes can evolve, impacting buying decisions.
Awareness of these shifts is crucial to maintaining a strong

Scan to Download
market position.
Overall, positioning should be viewed as a dynamic business
strategy rather than a static marketing element.

Scan to Download
Chapter 14 Summary : Conclusion

CONCLUSION

In summary, early in my career, positioning products felt

unpredictable, influenced by buyer behavior, market
unpredictability, and luck. However, I learned that I could
significantly influence product positioning through
experience and observation of successful strategies. By
sharing insights, I aim to help you improve your own
positioning skills. Having this book has given you a clear,
10-step process for positioning any product, with three
distinct styles tailored to your market.

Key Takeaways

1. Products can be positioned in multiple markets; they’re not

limited to one.
2. Effective positioning is intentional; practice and iteration
are crucial for success.
3. Recognizing competitors helps identify your
differentiators.
4. Choose a market that highlights your strengths.

Scan to Download
5. Use trends wisely; prioritize clarity and substance over
mere trendiness.
Learning to communicate complex skills effectively is vital;
this book aims to simplify the positioning process to help
you succeed.

ABOUT THE AUTHOR

April Dunford is an expert in positioning and market

strategy, assisting technology companies in making their
products comprehensible and appealing. With over
twenty-five years as a VP of marketing, she has launched
numerous successful products and provides guidance through
training and workshops.

Work with April Dunford to Take Your Customers

from “What?” to “WOW!”

Proper positioning can transform customer understanding of

your product amidst overwhelming choices. April Dunford
offers a practical methodology for showcasing your product's
value.

Workshop Offerings

Scan to Download
-
Two-day workshop for startups:
A hands-on session to refine your product positioning and
develop a compelling sales narrative.
-
Two-hour course for larger teams:
An intensive overview of positioning best practices, tailored
for established organizations.
-
Ninety-minute group workshop for startups:
A dynamic session designed for early-stage founders
focusing on foundational positioning concepts.
-
Customized workshops:
Tailored to address specific challenges after acquisitions or
new market developments.
Discover the best positioning strategies to ensure alignment
and clarity within your team at www.aprildunford.com.

Scan to Download
Best Quotes from Obviously Awesome by
April Dunford with Page Numbers
View on Bookey Website and Generate Beautiful Quote Images

Chapter 1 | Quotes From Pages 27-41

1.Positioning products is a lot like context setting in
the opening of a movie.
2.Context allows us to make thousands of little decisions
about what we should pay attention to and what we can
simply ignore.
3.Even a world-class product, poorly positioned, can fail.
4.Most products are exceptional only when we understand
them within their best frame of reference.
5.Without meaning to, we trap ourselves within our own
context.
6.Changing our context not only changed the way customers
viewed our product, it changed the way we saw ourselves.
7.How you position your offerings is the underpinning of
your entire business strategy and can mean the difference
between success and failure.

Scan to Download
Chapter 2 | Quotes From Pages 42-56
1.You cannot be everything to everyone. If you
decide to go north, you cannot go south at the
same time.” JEROEN DE FL ANDER
2.Sit, walk or run, but don’t wobble.” ZEN PROVERB
3.Every year, Pantone, inventors of the Pantone Color
Matching System, selects a ‘color of the year.’ In 2019, it’s
‘living coral’ (or pink, for us regular folks). Companies
then create pink clothing, lipstick and furniture to be on
trend.
4.The value of our solution is really well aligned with
direct-to-consumer initiatives,” Marie explains. “Our
solution helps them rapidly build out a targeted buyer list
and get deeper insights about consumer behavior and
preferences.
5.Because these relationships flow from one another, the
order in which you define the components is very
important.
Chapter 3 | Quotes From Pages 59-66

Scan to Download
1.Your best-fit customers hold the key to
understanding what your product is.
2.If everything depends on everything else, where on earth
do we start in what seems to be a circular process?
3.Take a wide set of potential customers… to see patterns
emerge.
4.Positioning your net broadly as a ‘fish net’ when you have
little market experience is the best way to keep your
options open.
5.Their business model also shifted as they announced new
services including payroll and payments that were available
on a transaction fee basis.

Scan to Download
Chapter 4 | Quotes From Pages 67-70
1.A positioning process works best when it’s a team
effort, ideally from across different functions
within the company.
2.Positioning is a business strategy exercise—the person who
owns the business strategy needs to fully support the
positioning, or it’s unlikely to be adopted.
3.Positioning impacts every group in the organization.
4.You want engagement from every group because you need
buy-in from every group.
5.Having someone from outside the company facilitate the
discussion will make the exercise much more productive
and balanced.
Chapter 5 | Quotes From Pages 71-75
1.We have the power to imagine better.” J.K.
ROWLING
2.The goal of the 10-Step Positioning Process is to find the
best position for a product, one that puts the product in the
context of a market where it can easily win because the

Scan to Download
 product has obvious benefits over alternatives.
3.Freeing your mind from patterns of the past isn’t always
easy.
4.Being conscious of the presence of your history in your
current position will help everyone be open to alternatives.
5.Positioning themselves in the robot category put them in
direct comparison with other robot vendors whose
solutions were nothing like Clearpath’s offering.
Chapter 6 | Quotes From Pages 76-78
1.Customers don’t always see competitors the same
way we do, and their opinion is the only one that
matters for positioning.
2.If problems are the root, why not start by asking customers
what problems they’re trying to solve?
3.The best way to understand competitive alternatives is to
answer the question, What would our best customers do if
we didn’t exist?
4.Focus on your best customers and what they would identify
as alternative solutions.

Scan to Download
5.Grouping the alternatives helps the team move to the next
step.

Scan to Download
Chapter 7 | Quotes From Pages 79-82
1.Sometimes it is helpful to think about the feedback
you get from customers when you ask them why
they chose your offering.
2.Your opinion of your own strengths is irrelevant without
proof.
3.Be broad and creative with the attributes you list.
4.Concentration on 'consideration' rather than 'retention'
attributes.
5.If you truly believe that your company is better at customer
service, how would you go about proving that?
6.We don’t know who discovered water, but we’re certain it
wasn’t a fish." - JOHN CULKIN
Chapter 8 | Quotes From Pages 83-86
1.The stone age didn’t end because they ran out of
stones.
Chapter 9 | Quotes From Pages 87-91
1.It’s important to remember that although you
have unique attributes that deliver value to

Scan to Download
 customers, not all customers care about that value
in exactly the same way.
2.Your best-fit customers are easiest to sell to and retain.
3.The broader your focus, the more difficult it is to connect
with prospects and convince them that your solution is the
best one for them above all others.
4.If you have limited marketing and sales resources, it makes
sense to spend them on prospects that are most like your
best-fit customers.
5.Keep in mind that your product positioning will constantly
be evolving.
6.In general, the segment needs to meet at least two criteria
to be worthy of focus: it needs to be big enough that it’s
possible to meet the goals of your business, and it needs to
have important, specific, unmet needs that are common to
the segment.

Scan to Download
Chapter 10 | Quotes From Pages 92-116
1.If it looks like a duck, swims like a duck and
quacks like a duck, then it probably is a duck.
2.But be careful—simply wanting to belong in a market
doesn’t make it the right one for you.
3.Even as early as 2012 we knew that our platform was
creating a huge number of incredible, well-loved stories.
We knew we could do more with them off the platform,
potentially adapting stories for TV and movies.
4.This positioning shift immediately got us away from trying
to compete with Oracle, and it aligned with our strengths.
5.The most successful efforts in category creation do not
result from company executives creating an acronym at an
offsite. Rather they are discovered from deeply
understanding a narrow set of customers.
6.The future isn’t a place we are going to go, it’s a place we
get to create.
Chapter 11 | Quotes From Pages 117-122
1.If you change the way you look at things, the

Scan to Download
 things you look at change." WAYNE DYER
2.Describing a trend without declaring a market can make
your product cool but bauling.
3.Trends can only be used when they have a clear link to
your product.
4.Many companies operate perfectly fine in markets that
don’t have much sizzle and pizzazz.
Chapter 12 | Quotes From Pages 123-124
1.Positioning needs to have company buy-in so it can
be used to inform branding, marketing campaigns,
sales strategy, product decisions and
customer-success strategy.
2.I’m a fan of having a shorter, concise version of the
positioning that can be captured on a single page and easily
shared across the company.
3.This document should break down each individual
component of the position, give enough detail for each to
be understood and show how they interact with one
another.

Scan to Download
4.It then lets you line up competitive alternatives, attributes,
value and customer segments in a way that shows the
relationship between them.

Scan to Download
Chapter 13 | Quotes From Pages 127-134
1.The most obvious immediate next thing after a
change in positioning is to create new messaging
that reflects the positioning.
2.The point of working through the sales story is that
everyone in the discussion can agree on how the
positioning translates into a 'pitch.'
3.Every campaign you create or new piece of material you
build is going to have a slightly different purpose and
slightly different messaging.
4.Great positioning is usually strengthened over time with
adjustments in features.
5.If you want success, be unique.
Chapter 14 | Quotes From Pages 135-140
1.Any product can be positioned in multiple
markets. Your product is not doomed to languish
in a market where nobody understands how
awesome it is.
2.Great positioning rarely comes by default. If you want to

Scan to Download
 succeed, you have to determine the best way to position
your product. Deliberate, try, fail, test and try again.
3.Understanding what your best customers see as true
alternatives to your solution will lead you to your
differentiators.
4.Position yourself in a market that makes your strengths
obvious to the folks you want to sell to.
5.Don’t layer on a trend just for the sake of being
trendy—it’s better to be successful and boring, rather than
fashionable and bewildering.
6.Knowing how to do something is not the same as
understanding how to teach someone else how to do it.

Scan to Download
Obviously Awesome Questions
View on Bookey Website

Chapter 1 | Positioning as Context| Q&A

1.Question
Why is context important in product positioning?
Answer:Context allows customers to quickly
understand what a product is, who it’s for, and why
it matters, similar to how an opening scene in a
movie sets the stage for the story.

2.Question
What happened to Joshua Bell when he played in the
subway?
Answer:Despite being a world-class violinist, Joshua Bell's
performance went largely unnoticed in the subway,
illustrating how context can affect the perception of value.

3.Question
How does the framing of a product change its market
strategy?
Answer:Changing how a product is framed, such as shifting

Scan to Download
from 'cake' to 'muffin' or 'data warehouse' to 'database', can
drastically alter target markets, pricing, and competition.

4.Question
What is the 'default' positioning trap?
Answer:It's the assumption that a product should only be
seen in the context intended by its creators, without
considering alternative perspectives that might better
resonate with customers.

5.Question
How can shifts in market context impact a product's
success?
Answer:As market perceptions change, a product that was
once well-positioned can become irrelevant if it doesn't adapt
its messaging and context to align with new consumer
values.

6.Question
What is an example of how a product's positioning can
evolve over time?
Answer:A bakery might start with a 'diet muffin' positioning
but could find greater success by rebranding the same

Scan to Download
product as a 'gluten-free paleo snack', reflecting changing
health trends.

7.Question
What is the primary challenge discussed regarding
product creators?
Answer:Product creators often fall into the trap of not
deliberately positioning their product, leading to missed
opportunities and confusion among potential customers.

8.Question
Why is it essential to communicate a product's unique
value through positioning?
Answer:Effective positioning makes it easier for customers
to understand what makes a product special, which can
capture their attention and drive sales.

9.Question
What are the consequences of poor product positioning?
Answer:Poor positioning can lead customers to overlook a
product entirely or misinterpret its purpose, causing potential
losses in sales and market relevance.

10.Question

Scan to Download
How can the way we perceive a product change its
acceptance in the market?
Answer:By changing how a product is described or
categorized, such as rebranding a 'cake on a stick' to a 'cake
pop', it can align better with consumer expectations and
increase appeal.
Chapter 2 | The Five (plus One) Components of
Effective Positioning| Q&A
1.Question
What is the primary issue with traditional positioning
statements according to the author?
Answer:Traditional positioning statements assume
you already know the correct inputs to fill in, which
often reflects only current assumptions without
stimulating creative thinking about product
positioning. They fail to provide actionable insights
and instead encourage reinforcing the status quo.

2.Question
Why is understanding competitive alternatives essential
for effective positioning?

Scan to Download
Answer:Understanding competitive alternatives is crucial
because it allows you to see what customers compare your
solution against, which shapes their perception of 'better.' It
helps you identify where your product stands in relation to
alternatives they might use if your solution didn't exist.

3.Question
How do unique attributes relate to the competitive
landscape?
Answer:Unique attributes are the features that distinguish
your product from competitive alternatives. They must
genuinely offer something that competitors lack, affecting
the way customers perceive value against the backdrop of
market choices.

4.Question
What role does value play in the positioning framework?
Answer:Value articulates the benefits your unique attributes
deliver to customers. It needs to be tangible and provable, as
customers are more likely to be influenced by verifiable
proof rather than subjective claims.

Scan to Download
5.Question
Why must target market characteristics be well-defined
in positioning?
Answer:Defining target market characteristics ensures that
marketing and sales efforts are directed towards the
customers most likely to appreciate and benefit from the
product, optimizing resource allocation and increasing
conversion rates.

6.Question
What is the significance of selecting the right market
category in positioning?
Answer:Choosing the appropriate market category acts as a
shorthand for customers, helping them categorize your
product. It frames their expectations about features and
pricing, providing context to your unique value.

7.Question
How can trends enhance the relevance of a product's
positioning?
Answer:Trends provide context that aligns a product with
current customer interests or market needs, making the

Scan to Download
product appear urgent and relevant. This connection can
significantly influence buyers who do not want to miss out
on innovations.

8.Question
Explain the relationship between different components of
positioning as described in the chapter.
Answer:The components of positioning are interdependent:
unique attributes need to be understood in the context of
competitive alternatives, which defines the value. Identifying
the target market derives from the value proposition, which
leads to the best-fitting market category. Trends can highlight
why this value is important right now, reinforcing the entire
positioning strategy.

9.Question
Why is it essential to follow a specific order when defining
the positioning components?
Answer:It's essential to define positioning components in
order — starting with competitive alternatives — to ensure a
logical flow that aligns with how customers evaluate

Scan to Download
solutions. Jumping ahead can lead to mismatched positioning
that doesn't resonate with customer evaluations.

10.Question
What is the suggested outcome of effectively executing the
10-step positioning process?
Answer:Successfully executing the 10-step positioning
process will enable a company to clearly define its market
ownership, effectively communicate its value proposition,
and ultimately connect with its target audience in a
meaningful way.
Chapter 3 | Step 1. Understand the Customers Who
Love Your Product| Q&A
1.Question
What is the importance of understanding your happiest
customers when positioning a product?
Answer:Understanding your happiest customers can
reveal key insights into what makes your product
valuable to them and why they prefer it over
alternatives. By focusing on these customers, you
can identify patterns and characteristics that

Scan to Download
represent your ideal market fit. This allows you to
tailor your marketing efforts to attract similar
customers and refine your positioning based on real
feedback, leading to increased growth and
satisfaction.

2.Question
How can divergent customer groups affect your
positioning strategy?
Answer:Encountering a heterogenous customer base means
that while many customers may use your product, they may
value different features or benefits. By testing your product
across a diverse audience, you can identify which customer
segments respond the most positively, enabling you to refine
your positioning to better target those groups. This strategic
focus maximizes the effectiveness of your marketing efforts.

3.Question
Why shouldn’t you start with product features when
positioning?
Answer:Starting with product features can lead you to

Scan to Download
inadvertently compare your offering to competitors in a
narrow frame. Instead, positioning should begin by
understanding customer needs and perceptions, as they may
differ significantly from your internal view of competition.
Focusing on customer requirements rather than just features
ensures that your positioning resonates with their immediate
pain points rather than an abstract vision.

4.Question
What should guide your positioning if you are a
single-product company?
Answer:As a single-product company, your positioning
efforts should primarily focus on your product itself, aligning
your brand with the product to avoid confusion among
customers. This approach enables customers to easily
understand what you offer without the complexity of
distinguishing between multiple products or branding.

5.Question
How did Wave transition from 'accounting software' to a
broader financial services provider, and what was the
impact?

Scan to Download
Answer:Wave transitioned from being an 'accounting
software' company to a 'financial software' provider in
response to customer demands for more integrated financial
product offerings. By dropping 'Accounting' from their name
and refocusing their messaging, they positioned themselves
more clearly in the financial services space. This shift
contributed to their significant growth, increasing their
customer base from 500,000 to over 4 million by 2019,
demonstrating the power of adaptive positioning based on
customer needs.

6.Question
What does the 'fishing net' analogy teach us about market
strategy?
Answer:The fishing net analogy illustrates the concept of
experimentation in product positioning and market strategy.
Just as a fisherman initially casts a wide net to see what
catches they can get, businesses should approach their market
with an open mind. By experimenting with different
customer segments, you can discover where your product

Scan to Download
resonates best before narrowing your focus based on actual
customer feedback and preferences.

7.Question
How should the positioning process differ for investors
compared to customers?
Answer:Positioning for investors should emphasize the
long-term vision and potential growth of the company, while
customer positioning focuses on immediate value and
solutions to current problems. This dual perspective ensures
that while investors are reassured about future plans,
customers understand the current benefits and relevance of
the product to their needs.

Scan to Download
Chapter 4 | Step 2. Form a Positioning Team| Q&A
1.Question
Why is it important to form a positioning team for
developing product positioning?
Answer:Forming a positioning team ensures a
collaborative effort that leverages diverse
perspectives from different departments like sales,
marketing, and customer success. This collaboration
helps to reveal various assumptions about customer
perception and product value, aligning the entire
organization towards a cohesive positioning
strategy.

2.Question
Who should lead the positioning exercise and why?
Answer:The positioning exercise should be led by the person
responsible for the business strategy of the product, which is
typically the CEO or a division leader. Their involvement is
crucial because successful positioning is a strategic decision
that impacts the entire company and must be supported at the

Scan to Download
highest levels.

3.Question
What role does each department play in the positioning
process?
Answer:Each department plays a critical role in the
positioning process: Marketing can develop effective
messaging and campaigns, Sales can focus on customer
segmentation and account strategies, Customer Success can
ensure proper onboarding and expansion strategies, and
Product Development can provide insights on competitive
differentiators and product capabilities.

4.Question
Why is it advised to have an experienced facilitator
during the positioning workshop?
Answer:An experienced facilitator can guide the discussion
effectively, ensuring that all voices are heard and challenging
entrenched assumptions. This external perspective can help
navigate complex strategic issues and make the workshop
more productive, leading to more balanced and innovative

Scan to Download
positioning outcomes.

5.Question
What is a key takeaway regarding the number of
participants in the positioning team?
Answer:Having one or two senior representatives from each
functional group is ideal for ensuring diverse input while
preventing dominance by any single group. Too many
participants can complicate discussions and dilute
contributions, making it important to keep the team size
manageable.

6.Question
How does the quote by Zora Neale Hurston relate to the
positioning process?
Answer:The quote emphasizes the importance of clear
communication within the positioning team. It highlights that
successful discussions and decisions rely on ensuring that all
members understand each other's perspectives and
contributions, which is vital in developing shared positioning
across the company.

Scan to Download
7.Question
Why might positioning discussions fail if only the
marketing team is involved?
Answer:If only the marketing team is involved, the
positioning may lack critical insights from other departments
that interact with customers, leading to a narrow view of the
market. Positioning must reflect a comprehensive
understanding of the product and its customer base, which
can only be achieved through collaboration across all
relevant departments.

8.Question
How can the positioning process influence overall
business strategy?
Answer:Positioning shapes how a product is perceived in the
market, directly impacting marketing strategies, sales
approaches, customer onboarding, and product development.
A clear positioning strategy thus becomes intertwined with
the overall business strategy, driving alignment across all
areas of the organization.

Scan to Download
Chapter 5 | Step 3. Align Your Positioning
Vocabulary and Let Go of Your Positioning
Baggage| Q&A
1.Question
What is the importance of aligning your team's
positioning vocabulary in product positioning?
Answer:Aligning your team's positioning
vocabulary is crucial because it ensures that all
members have a common understanding of what
positioning is and why it matters. This common
language prevents confusion and arguments during
discussions about the product's future. When
everyone is on the same page about concepts and
definitions, the team can effectively collaborate to
discover a new, effective position for the product,
ultimately increasing the chance of success.

2.Question
How can letting go of 'positioning baggage' benefit a
product's success?
Answer:Letting go of 'positioning baggage' allows teams to

Scan to Download
shift their perspective and explore new markets and
opportunities that they may have previously overlooked due
to traditional thinking. By freeing their minds from past
definitions and uses of the product, they can innovate and
reposition it in ways that resonate better with current market
needs and consumer perceptions, much like how Arm &
Hammer transformed their baking soda into a deodorizing
product, leading to significant sales growth.

3.Question
What does the story of Clearpath Robotics teach us about
product positioning?
Answer:The story of Clearpath Robotics illustrates the
importance of redefining and clarifying product positioning
in a way that resonates with customer expectations. Initially,
their product was misunderstood as just another robot, but by
rebranding and repositioning it as 'self-driving vehicles for
industrial uses,' they created a clearer context for customers.
This shift not only improved customer understanding but also
enhanced sales and attracted investment, showing that

Scan to Download
effective positioning can lead to substantial business success.

4.Question
Why is it essential for team members to be aware of their
'positioning baggage'?
Answer:Awareness of 'positioning baggage' helps team
members recognize how their historical perspectives might
cloud their judgment about the product's current market
relevance. By understanding their own biases and
assumptions, teams can better collaborate to identify and
agree on new positioning strategies without being hindered
by outdated ideas. This awareness fosters an openness to
innovative ideas, which is key to effective repositioning.

5.Question
What can companies learn from the evolution of Arm &
Hammer's product positioning?
Answer:Companies can learn that flexibility and a
willingness to evolve their product's positioning can lead to
new avenues of success. Arm & Hammer's ability to pivot
from a baking soda for cooking to a deodorizer showcases

Scan to Download
the need to continually assess market trends and consumer
behavior. This adaptability can unlock additional revenue
streams and amplify brand recognition when executed
thoughtfully.

6.Question
How can Clearpath Robotics' approach to repositioning
be applied to other industries?
Answer:Clearpath Robotics' approach can be applied to other
industries by utilizing innovative thinking to redefine
existing products in a way that addresses emerging needs or
consumer perceptions. Companies should focus on
understanding what makes their offerings unique and then
communicate that through branding and marketing strategies
that align with customers' expectations and experiences in
their respective sectors.

7.Question
What role does market maturity play in shaping product
positioning?
Answer:Market maturity influences product positioning

Scan to Download
significantly, as it dictates how competitive the landscape is
and what consumers expect from products within that
market. New or emerging markets may allow for more
creative or innovative positions, while mature markets may
necessitate a focus on differentiation to stand out among
established competitors. Understanding this dynamic helps
companies choose the most effective positioning strategies
tailored to their specific market context.
Chapter 6 | Step 4. List Your True Competitive
Alternatives| Q&A
1.Question
Why is it important to understand the competitive
alternatives from the customer’s perspective rather than
the company’s perspective?
Answer:Understanding competitive alternatives
from the customer’s perspective is crucial because it
shapes how customers perceive your product's
value. A company may focus solely on its features,
but if customers do not view those features as
competitive or relevant compared to their

Scan to Download
alternatives, the product's positioning will be
ineffective. This approach ensures that marketing
and communication resonate with what customers
truly value and their actual decision-making
processes.

2.Question
What method can be used to identify true competitive
alternatives for your product?
Answer:To identify true competitive alternatives, ask the
question, 'What would our best customers do if we didn’t
exist?' This approach not only reveals whether customers
would turn to direct competitors, but also highlights
potentially overlooked alternatives like simpler solutions or
even doing nothing, which may provide insight into how
customers categorize your solution.

3.Question
What should teams focus on when creating a list of
competitive alternatives?
Answer:Teams should focus on their best-fit customers and

Scan to Download
identify alternatives that those customers would realistically
consider. It's crucial to rank the alternatives from most
common to least common to maintain a clear perspective on
the most relevant competitive landscape.

4.Question
How can categorizing alternatives help in the positioning
process?
Answer:Categorizing alternatives helps to identify patterns in
customer behavior and decision-making, making it easier to
understand the competitive landscape. It allows teams to
clarify their product's unique strengths and determine how to
present those effectively, enabling them to move to the next
step in the positioning process.

5.Question
What traps should teams avoid when listing competitive
alternatives?
Answer:Teams should avoid creating an exhaustive list of
every possible alternative without prioritizing the most
relevant solutions for their best customers. Additionally, they

Scan to Download
should not include competitors with minimal customer
awareness, as real competition comes from solutions
customers actively consider.

6.Question
How does the nuance in customer descriptions of their
problems impact product positioning?
Answer:Customer descriptions of their problems can often
lack the nuance needed for product creators to accurately
understand how their solutions fit into the customer's world.
Product creators must therefore dig deeper by understanding
not just the problems, but also how customers are comparing
their product to other alternatives, which informs more
effective positioning.

7.Question
What broader implications does effectively identifying
competitive alternatives have for a business?
Answer:Effectively identifying competitive alternatives can
significantly enhance a business's overall strategic
positioning, allowing it to communicate its unique value

Scan to Download
proposition clearly. It impacts marketing, product
development, customer engagement, and can lead to better
customer satisfaction and retention by aligning offerings with
actual customer needs and perceptions.

Scan to Download
Chapter 7 | Step 5. Isolate Your Unique Attributes
or Features| Q&A
1.Question
What should be the focus when isolating unique attributes
or features of a product?
Answer:The focus should be on features and
capabilities that uniquely define your product
compared to competitive alternatives, rather than
the value these features provide to customers.

2.Question
What are examples of product features to consider?
Answer:Examples of product features include 'a
15-megapixel camera', 'integrates with QuickBooks',
'one-click installation', and 'metal construction'.

3.Question
How should companies approach listing their unique
features?
Answer:Companies should list all capabilities they possess,
including those that might be seen as negatives, as they may
be perceived positively by certain customers.

Scan to Download
4.Question
Why is customer feedback important in identifying
unique attributes?
Answer:Customer feedback provides insight into why
customers chose your offering over others, helping to
identify unique combinations of skills and features that
differentiate you.

5.Question
What is an example of a feature seen as negative by some
but positive by others?
Answer:A software company requiring professional services
for onsite installation is seen as a negative by some for longer
setup times but as a positive by others who value
customization and high-touch service.

6.Question
Why is proof important when listing features?
Answer:Proof is crucial because an opinion about a feature's
strength is irrelevant without objective evidence, making
attributes credible and trustworthy to potential customers.

7.Question

Scan to Download
What strategy can illustrate a company’s excellent
customer service objectively?
Answer:Companies can provide proof of excellent customer
service by showing metrics such as having more support
personnel than competitors or having higher certification
levels.

8.Question
What is the difference between consideration attributes
and retention attributes?
Answer:Consideration attributes are important during the
purchase evaluation process based on immediate customer
goals, while retention attributes relate to long-term
satisfaction and support after purchase.

9.Question
How should a company approach the list of attributes at
this stage of the process?
Answer:Companies should capture as many attributes as
possible without prematurely filtering for importance, as this
full range will be grouped for further analysis in the next

Scan to Download
steps.

10.Question
What mindset should companies adopt when evaluating
their features?
Answer:Companies should adopt a broad and creative
mindset, looking beyond just product features to include
partnerships, expertise, processes, and skills that make them
unique.
Chapter 8 | Step 6. Map the Attributes to Value
“Themes”| Q&A
1.Question
What is the main purpose of mapping attributes to value
themes?
Answer:The main purpose is to translate product
attributes into customer-relevant benefits and
values, ensuring that features are understood in the
context of the goals customers are trying to achieve.

2.Question
How can features lead to specific customer benefits?
Answer:Features like a '15-megapixel camera' provide the

Scan to Download
benefit of 'sharp photo images,' which in turn translates to the
value of being able to print or zoom in on images without
losing quality.

3.Question
Why is it important to articulate value clearly to
customers?
Answer:It is crucial to clearly articulate value because
customers often don’t automatically understand the
significance of features; explicit value articulation helps them
see how the product meets their specific needs.

4.Question
What are some examples of how features can lead to
value?
Answer:For example, 'one-click reports' streamline
decision-making by providing timely information, enabling
better organizational decisions, and '24-hour support' ensures
that global teams can get assistance whenever needed.

5.Question
What should be the focus when positioning a product
based on features?

Scan to Download
Answer:The focus should be on the most critical features that
deliver unique value, avoiding an exhaustive list, and instead
highlighting what makes the product truly special and
relevant to the customer.

6.Question
How can clustering values into themes be beneficial?
Answer:Clustering values into themes simplifies
communication of product value, helping to group related
attributes and demonstrating how they collectively support
customer needs, which aids in positioning the product more
effectively.

7.Question
What might happen if a company fails to connect features
to customer benefits?
Answer:If a company fails to connect features to benefits,
customers may not see the value in the product and could
respond with indifference, inhibiting their understanding of
its importance or relevance.

8.Question
What is the quote at the end of the chapter, and what does

Scan to Download
it imply?
Answer:The quote, 'The stone age didn’t end because they
ran out of stones,' implies that innovation and the evolution
of ideas or products are driven by the context and relevance
of their value, not merely by the existence of features.
Chapter 9 | Step 7. Determine Who Cares a Lot|
Q&A
1.Question
What is the importance of identifying customers who care
about your product's value?
Answer:Identifying customers who care about your
product's value allows you to focus your marketing
efforts on segments that are more likely to convert
into sales and provide long-term loyalty to your
brand. For example, if you have invoicing software
that integrates with QuickBooks, targeting
businesses that invoice frequently can lead to better
sales results versus targeting companies that don't
use accounting software.

Scan to Download
2.Question
Why is segmentation often misunderstood in marketing?
Answer:Segmentation is often misunderstood because many
marketing courses focus on demographic data, which may
not be relevant for every product or market. Effective
segmentation should instead focus on identifying specific
characteristics and pain points that make certain customer
segments value your product more highly.

3.Question
What distinguishes 'best-fit customers' from other
customers?
Answer:Best-fit customers are those who resonate strongly
with your product, understand its value immediately, and are
less price-sensitive. They are more likely to advocate for
your product and remain loyal to your brand. In contrast,
other customers might see your product as merely acceptable
and could easily switch to competitors.

4.Question
How should businesses approach their marketing focus
according to their sales objectives?

Scan to Download
Answer:Businesses should aim to focus their marketing
strategies on the most fitting customer segments to meet
immediate sales objectives. If targeting only best-fit
customers can achieve those targets, it is advisable to narrow
the focus. Later on, businesses can broaden their
segmentation as they grow.

5.Question
What does it mean for positioning to evolve over time?
Answer:Positioning should adapt as both your product and
your target customers change. It’s essential to keep
positioning relevant to your best-fit customers in the present,
rather than trying to fit a long-term vision that may not align
with current customer needs.

6.Question
What criteria should be considered when defining a
segment?
Answer:A segment should be defined by two main criteria: it
must be sizable enough to help meet business goals, and it
should represent a group with specific, common unmet needs

Scan to Download
that your product can fulfill. For instance, a segment could be
'accounting software for freelancers', which has unique
requirements compared to broader categories.

7.Question
Can you provide an example of how to narrow down a
market segment effectively?
Answer:Absolutely! If you're selling sporting goods, instead
of broadly targeting all sporting goods consumers, you might
narrow your market to 'sporting goods for seniors'. This
focuses your marketing efforts on a specific demographic
that may have unique needs, such as lightweight equipment
or specialized instructional resources.

8.Question
What role do customer pain points play in segmentation?
Answer:Customer pain points are critical in segmentation as
they highlight why certain customers will care more about
your solution. By identifying specific challenges that a group
faces and aligning your product's value to solve those issues,
you create a compelling reason for that segment to engage

Scan to Download
with your product.

9.Question
What should you do if your best-fit customer target does
not meet your sales objectives?
Answer:If your best-fit customer target does not meet your
sales objectives, it is imperative to broaden your definition of
who can be considered a best-fit customer. This allows you
to include additional segments that may still align with your
product's value while ensuring that your business goals are
achievable.

10.Question
Why might it be counterintuitive to focus on a narrow
market segment?
Answer:Focusing on a narrow market segment may seem
counterintuitive because many people believe that a broader
focus can generate more leads. However, a narrow focus
allows for deeper connections with potential customers who
genuinely need your solution, leading to higher conversion
rates and stronger customer loyalty.

Scan to Download
Chapter 10 | Step 8. Find a Market Frame of
Reference That Puts Your Strengths at the Center
and Determine How to Position in It| Q&A
1.Question
What is the importance of choosing the right market
frame of reference for positioning a product?
Answer:Choosing the right market frame of
reference is crucial as it helps prospects understand
the value of your product quickly. It sets the context
for comparisons, aligning your unique strengths
with what customers already recognize as relevant
and valuable. By selecting a market that illustrates
your advantages, it also helps trigger favorable
assumptions about your product, misleading
competitors, features, and pricing that play to your
benefit.

2.Question
How can abduction reasoning assist in finding a suitable
market frame for a new product?
Answer:Abductive reasoning involves recognizing the key

Scan to Download
features and values of your product and then questioning
which markets typically fulfill those features. This method
can reveal surprising market opportunities by highlighting
how your product aligns with existing customer needs while
also focusing on what those customers already understand.

3.Question
Why should you be cautious when asking customers to
define your market?
Answer:You should be cautious because customers often
only reference their own experiences and familiar contexts. If
they have misunderstood your product or its value, their
suggestions may misguide you. Instead of positioning you
effectively, they might limit your understanding of broader,
potentially more advantageous market opportunities.

4.Question
What is the 'Big Fish, Small Pond' strategy, and when
should it be employed?
Answer:The 'Big Fish, Small Pond' strategy focuses on
dominating a small segment of a larger market where specific

Scan to Download
needs are unmet. This approach is best employed when
there's a clear market leader, and you can identify a niche
where your strengths meet unaddressed customer demands. It
allows you to carve out a space where competition is less
fierce while building credibility and brand recognition.

5.Question
What are the risks of the 'Head to Head' positioning
style?
Answer:The risks include fierce competition with established
market leaders, leading to potential resource drains and
struggles to prove superiority. Without a unique competitive
advantage, this path can result in being overshadowed by
competitors that have already defined customer expectations
and established themselves as trusted providers.

6.Question
How can positioning itself in an existing category benefit
a new startup?
Answer:Positioning within an established category provides
immediate recognition, as customers already have

Scan to Download
preconceived notions about what the category entails. This
reduces the need to educate customers about what your
product is and allows you to leverage existing market
assumptions to gain traction more rapidly.

7.Question
Why is creating a new market category considered
difficult, and when is it advisable?
Answer:Creating a new market category is difficult because
it requires convincing customers of the problem's existence
and demonstrating significant differences from existing
solutions. It's advisable only when existing categories do not
adequately showcase your unique strengths or when you
possess enough resources to educate and influence the market
effectively.

8.Question
How did Wattpad successfully position itself as an
entertainment company?
Answer:Wattpad recognized that its platform held value
beyond just writing; by analyzing audience engagement and

Scan to Download
leveraging insights, they positioned themselves to adapt
stories for TV and film, transforming from a mere content
platform to a full-fledged entertainment company.

9.Question
What lessons can be drawn from the positioning story of
Janna Systems in the CRM market?
Answer:The key lesson is recognizing your unique
differentiators and targeting them to a specific niche
effectively, rather than trying to compete broadly against
established leaders. Uplifting a niche position can lead to
substantial success, particularly if you adapt messaging and
product capabilities to meet the distinct needs of that niche.

10.Question
Why is timing significant when creating a new market
category?
Answer:Timing is significant because it helps to address the
question of 'Why now?' A successful category creation often
coincides with shifts in technology, customer preferences, or
regulatory changes, making it essential for businesses to

Scan to Download
present their solutions as timely and necessary.

11.Question
What role does educating the market play in the 'Create a
New Game' strategy?
Answer:Educating the market is critical, as it lays the
groundwork for why a new category is essential. This
involves not just explaining the problem, but also guiding
customers through evaluating solutions within that category
and demonstrating why your solution stands out as the
optimal choice.
Chapter 11 | Step 9. Layer On a Trend (but Be
Careful)| Q&A
1.Question
What is the purpose of layering a trend on top of your
positioning?
Answer:Layering a trend helps potential customers
understand the importance of your offering in the
current market context, making it look more
relevant and attractive. It aligns your product's
strengths with a current trend that resonates with

Scan to Download
your customer base.

2.Question
Can a product be successful without relating to a trend?
Answer:Yes, a well-positioned product can succeed even in
the absence of a relevant trend. Success is possible through
strong value propositions and effective market positioning
alone, without the need for trendy associations.

3.Question
What caution should be taken when incorporating trends
into your positioning?
Answer:Ensure that the trend you choose reinforces your
positioning rather than muddling it. Misalignment can
confuse customers, making your offerings seem less
coherent.

4.Question
Give an example of a company that successfully
incorporated trends into its positioning.
Answer:Redgate Software identified the rising trend of
DevOps and connected it to their database products by
creating content on 'database DevOps.' This strategic

Scan to Download
alignment led to a significant increase in sales and leads,
demonstrating how trends can enhance product appeal when
used appropriately.

5.Question
What are the dangers of focusing too much on trends?
Answer:Focusing excessively on trends can lead to customer
confusion if the market context is overlooked. For example,
businesses may describe themselves using trendy terms
without first establishing a clear market identity, leading to
misunderstandings about their actual offerings.

6.Question
What happened to Long Island Iced Tea when it
rebranded as Long Blockchain?
Answer:The drastic name change generated initial investor
excitement, but once it became clear there was no substantial
link between the business model and blockchain technology,
their stock value plummeted, resulting in their delisting from
the Nasdaq.

7.Question
How can businesses thrive without trends?

Scan to Download
Answer:Businesses can succeed by relying on traditional
positioning strategies and delivering consistent value, even if
their market lacks current trends. Stability and reliability can
be as appealing as trendiness.

8.Question
What does Wayne Dyer's quote, 'If you change the way
you look at things, the things you look at change,' imply
about business strategy?
Answer:It suggests that a shift in perspective can transform
the business approach; reinterpreting your product and
market context can lead to new opportunities for engagement
and growth.

9.Question
What is a sign that a product is perceived as urgent or
strategic after aligning with a trend?
Answer:A clear indicator is a significant increase in customer
inquiries and multi-product purchases, as seen with Redgate
Software after they adapted their messaging to incorporate
industry trends.

Scan to Download
Chapter 12 | Step 10. Capture Your Positioning so It
Can Be Shared| Q&A
1.Question
Why is capturing positioning important for a company?
Answer:Capturing positioning is crucial because it
ensures that everyone in the organization
understands the product's unique value and
strategy. When positioning is shared broadly, it
informs key areas like branding, marketing, sales,
and product development. This alignment is
essential for consistent messaging and successful
execution across different teams.

2.Question
What should a positioning document include?
Answer:A positioning document should include detailed
breakdowns of each component of the positioning strategy.
This includes the product name, one-line description, market
category, competitive alternatives, unique attributes, the
value these attributes offer, and the target customer
segments. The goal is to provide enough detail for effective

Scan to Download
understanding and application across various departments.

3.Question
How can positioning be effectively shared within a
company?
Answer:Positioning can be effectively shared through the
creation of a concise, one-page summary as well as a
comprehensive positioning canvas. This canvas visually
represents the relationship between different components of
positioning, making it easier for all team members to grasp
and utilize the strategy consistently in their roles.

4.Question
What elements are included in a positioning canvas?
Answer:A positioning canvas typically includes the product
name and a one-line description, the market category and
subcategory, competitive alternatives, unique attributes that
set the product apart, the value those attributes provide to
customers, and a profile of customer segments that are
particularly invested in the value offered.

5.Question
How does effective positioning influence marketing and

Scan to Download
sales strategy?
Answer:Effective positioning provides a clear understanding
of what makes the product unique and valuable, thus guiding
the messaging used in marketing campaigns. It enables the
sales team to better articulate the product's advantages to
potential customers and to differentiate from competitors,
ultimately leading to more effective sales strategies.

6.Question
What challenges might arise when trying to communicate
positioning within a company?
Answer:Challenges may include difficulties in simplifying
complex positioning into clear, easily understandable terms.
Positioning statements can sometimes be too vague or overly
intricate, making them hard to memorize or communicate by
staff. Ensuring that all departments are aligned and utilize the
positioning consistently can also be a significant challenge.

7.Question
Why is it important to understand competitive
alternatives in positioning?

Scan to Download
Answer:Understanding competitive alternatives is important
because it allows a company to identify what solutions
customers currently use and to position their product as the
better choice. This knowledge helps highlight unique
attributes and create value propositions that resonate with
target customers, enhancing the likelihood of adoption.

8.Question
What makes a customer 'care a lot' about the value
delivered?
Answer:A customer 'cares a lot' when their needs, challenges,
or aspirations align closely with the value the product
provides. Specific characteristics such as their pain points,
goals, or demographic traits can significantly influence how
much they value the unique benefits of the product, making it
essential to clearly define these in positioning.

Scan to Download
Chapter 13 | After Positioning: What Happens
Next?| Q&A
1.Question
What should companies do immediately after completing
a positioning exercise?
Answer:After completing a positioning exercise,
companies should create new messaging that reflects
their positioning. However, it's more effective to first
craft a 'sales story' that outlines how salespeople can
pitch the product based on the new positioning.

2.Question
Why is crafting a sales story important for businesses
selling to other businesses?
Answer:Crafting a sales story is important because it helps
salespeople define the problem that their product solves,
identify shortcomings of current solutions, and articulate the
'perfect world' scenario that their product addresses. This
unified narrative equips sales staff with a clear and
compelling way to present the product.

3.Question

Scan to Download
What are the key components of a sales story?
Answer:A sales story typically includes: 1) Definition of the
problem solved; 2) Description of how customers currently
try to solve this problem and where current solutions fail; 3)
A vision of a perfect solution; 4) Introducing the product and
its market category; 5) Detailed discussion of the value
themes; and 6) Next steps for the prospect.

4.Question
How can messaging impact a company's positioning over
time?
Answer:Messaging is crucial as it communicates the
company's value proposition. A lack of a master messaging
document can lead to inconsistencies that could drift the
company’s positioning, whereas a solid messaging strategy
helps maintain coherent and aligned communication across
all channels.

5.Question
What happens to a company’s product roadmap after
changing its positioning?

Scan to Download
Answer:When a company changes its positioning, it often
affects its product roadmap by shifting how features are
prioritized. The new positioning may anchor the company in
a different market category, thus guiding future
developments to align with new customer expectations and
requirements.

6.Question
Why is it important for a company to check in on its
positioning regularly?
Answer:Companies should regularly check in on their
positioning because both markets and products change over
time. Regular reassessments, ideally every six months, help
ensure the company's positioning remains relevant amidst
shifts due to competitive landscapes, regulatory changes, and
customer preferences.

7.Question
What external changes could necessitate a shift in a
company’s positioning?
Answer:External changes that could necessitate a shift in

Scan to Download
positioning include: 1) New competitors entering the market,
2) Changes in government regulations, 3) Major economic
shifts or downturns, 4) Advancements in technology altering
customer expectations, and 5) Evolving customer attitudes
and preferences.

8.Question
How can a company ensure its positioning remains strong
in a competitive landscape?
Answer:A company can ensure strong positioning by staying
vigilant about market changes, customer perceptions, and
competitor moves. It’s important to be adaptive and
responsive, ensuring that the value propositions aligned with
customer expectations and market realities.

9.Question
What unique insights emerged from the author’s previous
experience in the tech industry?
Answer:The author noticed that customer preferences can
shift unexpectedly; for example, buyers may develop an
appreciation for aesthetics, such as a product’s design, which

Scan to Download
may influence their purchasing decisions, even if they were
previously overlooked. This highlights the need for
companies to be attentive to evolving customer attitudes.

10.Question
What is the ultimate goal of communicating a strong
positioning internally within a company?
Answer:The ultimate goal of communicating strong
positioning internally is to create a unified understanding
among all team members about the differentiated value of the
offering, ensuring alignment in messaging, sales approaches,
and overall company strategy.
Chapter 14 | Conclusion| Q&A
1.Question
What is the main insight about product positioning that
you learned from your early career?
Answer:Initially, I believed product positioning was
largely out of my control, influenced by buyer
behavior, market unpredictability, and luck. Over
time, I discovered I could significantly influence

Scan to Download
positioning by understanding market patterns and
refining my skills.

2.Question
How does deliberate practice influence successful product
positioning?
Answer:Deliberate practice allows you to experiment, learn
from failures, test your ideas, and refine your approach,
leading to improved product positioning.

3.Question
What key takeaway can be drawn about markets and
product positioning?
Answer:Any product can be positioned in multiple markets,
meaning you're not limited to struggling in a market where
your product's value is not understood.

4.Question
Why is understanding customer perception of alternatives
important?
Answer:Understanding what your best customers view as
legitimate alternatives helps you identify your differentiators,
allowing you to better position your product against

Scan to Download
competition.

5.Question
What caution should be exercised when using market
trends in product positioning?
Answer:You should be careful not to adopt trends merely for
the sake of being trendy; prefer foundational strengths over
fleeting fashions to maintain clarity and customer trust.

6.Question
What is a critical barrier to effective leadership in
marketing according to the book?
Answer:Leaders often excel at doing tasks but struggle to
articulate and teach those skills to their teams, making
knowledge sharing difficult.

7.Question
How does April Dunford aim to support organizations
with her workshops?
Answer:April provides structured workshops tailored to
various needs, helping teams understand their product
positioning and develop compelling sales narratives.

8.Question

Scan to Download
What can participants expect from April Dunford's
two-day workshop?
Answer:Participants will gain a framework for
comprehending how customers perceive products and
develop a clear positioning strategy that highlights their
product's value.

9.Question
How does April Dunford address the unique needs of
early-stage startups?
Answer:She conducts engaging workshops specifically
aimed at early-stage startups, focusing on practical
positioning knowledge, case studies, and foundational
marketing principles.

10.Question
What feedback is shared about April Dunford's
expertise?
Answer:Clients note her ability to simplify complex market
strategy challenges and provide actionable solutions,
highlighting her extensive experience and insight.

Scan to Download
Obviously Awesome Quiz and Test
Check the Correct Answer on Bookey Website

Chapter 1 | Positioning as Context| Quiz and Test

1.Positioning a product is similar to setting the
context in a movie's opening scene, which helps the
audience understand key elements.
2.Joshua Bell's experience illustrates that even the best
musicians are always recognized regardless of context.
3.Effective positioning can transform ordinary products into
exceptional ones and significantly influence market
perception.
Chapter 2 | The Five (plus One) Components of
Effective Positioning| Quiz and Test
1.Traditional positioning statements are effective
tools for discerning market advantages.
2.Identifying competitive alternatives is an important
component of effective positioning.
3.The five components of effective positioning do not
include market category.

Scan to Download
Chapter 3 | Step 1. Understand the Customers Who
Love Your Product| Quiz and Test
1.Understanding the interdependencies within the
components of positioning is vital for defining the
best market category.
2.Focusing primarily on product features is the most effective
strategy for positioning a product in the market.
3.Each product in a multi-product company should have its
own positioning that aligns with the company's overall
brand.

Scan to Download
Chapter 4 | Step 2. Form a Positioning Team| Quiz
and Test
1.A successful positioning process requires
teamwork solely from the marketing department.
2.The CEO or founders typically lead the positioning effort
in startups.
3.It's beneficial to have every employee in the organization
participate in the positioning discussion.
Chapter 5 | Step 3. Align Your Positioning
Vocabulary and Let Go of Your Positioning
Baggage| Quiz and Test
1.Positioning vocabulary and understanding its
components are important for a team to work
effectively on product positioning.
2.Letting go of positioning baggage means that a team should
hold onto their historical perspectives when defining a
product's market position.
3.Clearpath Robotics was initially perceived as a provider of
simple robots but successfully repositioned as a developer
of autonomous vehicles for industrial applications.

Scan to Download
Chapter 6 | Step 4. List Your True Competitive
Alternatives| Quiz and Test
1.Customers always view competitors the same way
businesses do.
2.Understanding the problems customers aim to solve is
essential for positioning a product.
3.Companies should include all competitors, regardless of
their market presence, in their analysis of competitive
alternatives.

Scan to Download
Chapter 7 | Step 5. Isolate Your Unique Attributes
or Features| Quiz and Test
1.Strong positioning revolves around the strengths
of a product.
2.Focus on 'retention' attributes, which are only important
during renewal, when defining your unique attributes.
3.Independent reviewers and customer testimonials can
enhance claims about your product's features versus
competitors.
Chapter 8 | Step 6. Map the Attributes to Value
“Themes”| Quiz and Test
1.Features are the same as benefits in product
marketing.
2.Every feature has the potential to create multiple value
points for customers.
3.To effectively communicate product value, technical details
should not be coupled with benefits and their resultant
value.
Chapter 9 | Step 7. Determine Who Cares a Lot|
Quiz and Test

Scan to Download
1.Identifying the value of your product is sufficient
for marketers to know which customers to target.
2.Narrowing your target market helps optimize your
marketing resources and improves sales effectiveness.
3.Traditional demographic-based segmentation is always the
best approach for targeting customers in a business context.

Scan to Download
Chapter 10 | Step 8. Find a Market Frame of
Reference That Puts Your Strengths at the Center
and Determine How to Position in It| Quiz and Test
1.A market frame of reference must align with
existing customer perceptions and should not be a
newly defined category unless intentionally
crafted.
2.Positioning your product within a market does not help
customers understand what to compare it against.
3.Creating a new market category requires significantly less
effort than competing in an existing one.
Chapter 11 | Step 9. Layer On a Trend (but Be
Careful)| Quiz and Test
1.Layering a trend on your positioning can improve
customer understanding of your offering's
relevance.
2.It is advisable to integrate any trend into your product
positioning strategy without concern for alignment.
3.Redgate Software successfully aligned their products with
the trend of DevOps to change customer perceptions.

Scan to Download
Chapter 12 | Step 10. Capture Your Positioning so It
Can Be Shared| Quiz and Test
1.Positioning needs to be shared throughout the
organization for successful implementation in
branding, marketing, and sales.
2.Positioning statements are always brief and effectively
capture all product nuances.
3.A positioning canvas is not helpful for visualizing the
critical components of positioning communication.

Scan to Download
Chapter 13 | After Positioning: What Happens
Next?| Quiz and Test
1.A sales story is crucial for businesses with complex
sales cycles.
2.The components of a sales story do not include a clear
outline of the problem being addressed by the solution.
3.Positioning should be viewed as a static marketing element
that does not require regular reassessment.
Chapter 14 | Conclusion| Quiz and Test
1.Products can only be positioned in one market.
2.Effective positioning is random and requires no practice.
3.Recognizing competitors is important to identify your
differentiators.

Scan to Download