Positioning — Make It Obviously Awesome (Dunford)

Overview

Positioning (April Dunford, Obviously Awesome, 2019) is the context you set so customers instantly understand why your product is great for them. Most weak positioning comes from anchoring to the category you were built in rather than the one where you win. Positioning is deliberate and componentized — not a tagline, but the frame that makes your strengths obvious.

The Process (Dunford's components)

1. List competitive alternatives — what customers would truly use if you didn't exist (often a spreadsheet or nothing, not a named rival).
2. Isolate your unique attributes — features/capabilities the alternatives lack.
3. Map attributes to value — the benefit each attribute delivers.
4. Find who cares a lot — the segment for whom that value is critical (your best-fit customers).
5. Choose the market frame — the category/context in which your value is obvious. Gate: if the default category makes you look like a weak "me-too," pick a frame where your strengths lead.
6. (Optional) layer a trend the market already cares about, honestly.
7. Capture it so sales, site, and onboarding all tell the same story. Gate: if sales and website position differently, you have none.

When to Use

• "Better/cheaper X" messaging that doesn't land
• Strong product, weak conversion or confused prospects
• Entering or reframing a category