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 It synthesizes the book's core ideas with modern startup practice, surfaces where frameworks are outdated or incomplete, and integrates perspectives from adjacent disciplines.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.

obviously-awesome

Obviously Awesome

When to Use