Obviously Awesome by April Dunford - Book Club

Freelance

English - June 29, 2019 14:00 - 33 minutes - 31 MB - ★★★★★ - 12 ratings
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Previous Episode: Building a UX Business On the Side with Trevor Wernisch

Next Episode: Jesse Mecham, YNAB: Company Vision & Bias Towards Action

The books definition of Positioning:
“Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about."

Five Components of positioning:

Competitive alternatives
Unique attributes
Value (and proof)
Target market characteristics
Market category
Relevant Trends (Bonus)

Ten Step Positioning Process:

Understand the Customers who Love Your Product
Form a positioning team
Align Your Positioning Vocabulary and Let Go of Your Positioning Baggage
List Your True Competitive Alternatives
Isolate Your Unique Attributes or Feature
Map Attributes to Value “Themes”
Determine Who Cares a Lot
Find a Market Frame of Reference That Puts Your Strengths at the Center and Determine How to Position it
Layer On a Trend (but Be Careful)
Capture Your Positioning so It Can Be Shared

For the curious...

Obviously Awesome on Amazon
Obviously Awesome: A Product Positioning Exercise
Userlist's Positioning Overhaul