Obviously Awesome [[updated edition]]

How to Nail Product Positioning so Customers Get it, Buy it, Love it

April Dunford

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 to

assemble 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.

Reviews

Obviously Awesome is the definitive guide to product positioning and a must-read for product leaders. April Dunford’s method cuts through the noise, providing laser focus on the true essence of why your customers care about your products and how to communicate your value effectively. This book is a game-changer for your positioning strategy.

Gerrit Kazmaier president of Product and Technology at Workday

If you’re serious about creating a product that stands out, resonates, and drives growth, this book is your blueprint. April Dunford doesn’t just teach positioning—she rewires how you think about it. This book is a must-read for anyone who wants to connect with customers and win in the market.

Bobby Moesta co-founder and president of The Re-Wired Group, and co-creator of the Jobs to Be Done theory

This book is a must-read for anyone serious about winning in a crowded market. April Dunford’s positioning methodology is deceptively simple—and incredibly effective. I’ve used it at both Google and IBM, and it works. Read this book. Apply what’s inside. Your competitors will—if you don’t get there first.

Bruno Aziza Group VP of Software (Data, AI, Automation, and Security) at IBM

April Dunford is the world’s foremost expert in positioning for B2B technology companies. April helps companies make complex products easy for customers to understand and love. After a twenty-five-year career leading marketing teams at a series of fast-growing startups, she has consulted with over three hundred technology companies including Google, IBM, Postman, Epic Games and others. April is the author of the acclaimed positioning book Obviously Awesome and the sales classic Sales Pitch. www.aprildunford.com.

ISBN 978-1-99902-305-8
$24.95 CAD • $17.95 USD
Published FEBRUARY 12TH, 2026

5.5 x 8.5 • 198 Pages
PAPERBACK, EBOOK, AUDIOBOOK