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Obviously Awesome (2nd ed.) by April Dunford (copyright 2026) is a practical, field-tested guide to product positioning for B2B technology companies. The book argues positioning is context-setting and essential to sales and marketing success, breaks positioning into five components (competitive alternatives, distinct capabilities, differentiated value, best-fit accounts, market category), and presents a five-step process to discover and validate positioning. It includes guidance on pre-work, team roles, translating positioning into a sales pitch and messaging, testing with live prospects, and when/how to change positioning. The edition expands pre-work, multi-product considerations, and post-exercise translation to sales and messaging.
Questions this document answers
2026
April Dunford
Ambient Press
978-1-9990230-5-8
978-1-9990230-6-5