Autorentext

April Dunford is an executive consultant, speaker and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in positioning and market strategy, and has launched 16 products into market across her 25-year career as VP of marketing at a series of successful high-growth startups. April advises leadership, sales and marketing teams through training, workshops and keynote talks. She is also a board member, investor and advisor to dozens of high-growth businesses. www.aprildunford.com

Klappentext

You know your product is awesome-but does anybody else? In a crowded market, even the best products struggle to get noticed-not because they're not great, but because your customers don't get them. The problem isn't the product-it's the positioning. In this second edition of her bestselling book, Obviously Awesome, positioning and tech expert April Dunford gives you the tools to make your product make sense to the right people, and fast. Drawing on more than two decades of launching and positioning products in tech and beyond, Dunford offers a proven, repeatable approach to positioning your product, complete with updated examples and fresh insights drawn from her real-world consulting work. You'll learn how toassemble the right team to tackle positioning, use a simple yet powerful five-step positioning process, ensure your positioning is highly differentiated from your competitors, identify your best-fit customers, test your positioning using a structured sales narrative, avoid common positioning mistakes that muddy your message. Whether you're an entrepreneur, marketer, or salesperson struggling to bring inventive products to market, April Dunford's insights will help you find your awesome, so that your customers can too.