obviously-awesome
Note: This skill is independent analysis and commentary, not a reproduction of the original text. It synthesizes the book's core ideas with modern startup practice, surfaces where frameworks are outdated or incomplete, and integrates perspectives from adjacent disciplines. For the full argument and context, read the original book.
Obviously Awesome
"Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about." - April Dunford (2019)
When to Use
Investigate positioning when ANY of these is true:
| Sign | What It Looks Like |
|---|---|
| Confused prospects | Compare you to products you're nothing like |
| Long sales cycles | Reps spend most calls explaining what you are |
| High churn | Customers who buy don't get the expected value |
| Price pressure | Can't command premium despite real differentiation |
Dunford does not give a strict numerical threshold - one strong sign is enough to warrant a positioning audit.
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