Master the Art of Product Positioning

3 min readFeb 6


How to effectively position your product and connect with customers, resulting in increased sales and brand loyalty.

Welcome to this issue of Business Knowledge, where we delve into the crucial topic of product positioning. Have you ever wondered why some products soar in popularity while others flop? The key lies in how they are positioned in the market. In “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It”, the authors provide a comprehensive guide to help businesses understand the art of product positioning and how to get it right. From researching your target market to crafting a compelling value proposition, this book covers all the essential steps needed to take your product to the next level. In this issue, we’ll share some of the key insights and actionable tips from the book to help you transform your product into a customer favorite.

Who should read this book

  • Entrepreneurs looking to grow their business and increase sales
  • Marketing professionals responsible for product positioning and branding
  • Start-up founders looking to establish a strong brand in a crowded market
  • Product managers seeking to improve their product positioning strategy
  • Business owners looking to better understand the customer buying journey and how to connect with their target audience
  • Sales professionals who want to understand the impact of product positioning on sales success
  • Anyone interested in understanding the key principles of product positioning and branding.


“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It” is a comprehensive guide to product positioning. The authors, April Dunford and Aaron Ross, provide a step-by-step approach to help businesses understand how to effectively position their products in the market. The book covers a range of topics, from market research to brand differentiation, to help businesses stand out from the competition and connect with their target audience.

One of the key takeaways from the book is the importance of understanding your target market and their needs. This requires conducting thorough market research to gain insights into customer behavior, preferences, and pain points. Armed with this information, businesses can then craft a compelling value proposition that speaks directly to the needs of their target audience.

Another key aspect of product positioning is differentiating your brand from others in the market. The authors emphasize the importance of understanding what makes your product unique and communicating this clearly to customers. This helps to build brand loyalty and establish a strong connection with your target audience. The book provides practical tips and strategies for differentiating your brand and making it stand out in a crowded market.

Overall, “Obviously Awesome” is an essential guide for businesses looking to take their product positioning to the next level. The book provides actionable tips and insights to help businesses connect with customers, increase sales, and build brand loyalty. Whether you’re an entrepreneur or a marketing professional, this book offers valuable insights and strategies to help you succeed in today’s competitive market.

Actionable Tips

  1. Conduct thorough market research: Understand your target audience, their needs and preferences, and their pain points.
  2. Craft a compelling value proposition: Speak directly to your target audience’s needs with a clear and concise value proposition.
  3. Differentiate your brand: Understand what makes your product unique and communicate this clearly to customers.
  4. Focus on customer experience: Ensure that your product provides a positive and memorable experience for customers.
  5. Communicate your value proposition effectively: Make sure your messaging is consistent and easily understood by your target audience.
  6. Test your product positioning: Continuously test and refine your product positioning strategy based on customer feedback.
  7. Build a strong brand image: Create a consistent visual identity that reflects your brand values and messaging.
  8. Connect with your target audience: Engage with customers through social media, email marketing, and other channels to build a strong connection.
  9. Focus on customer satisfaction: Ensure that customers are happy with their purchase and that their needs are met.
  10. Continuously evaluate and improve: Regularly assess your product positioning strategy and make necessary changes to improve results.

Unlock the secrets to successful product positioning and take your business to the next level with “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

If you found this post useful, be sure to check out past issues for even more valuable insights and advice to help you grow your business and achieve your goals.