Obviously Awesome
April Dunford
A Tier
When to Read
After your first batch of design partners, or when people keep misunderstanding what you do
Main Takeaway
If customers keep comparing you to the wrong thing, you have a positioning problem, not a product problem.
Style
Theoretical
Practical
The go-to book for thinking about positioning. Really useful if you're finding trouble having people understand what you do or you always get compared with the wrong thing. It helps YOU tell the story. If on sales calls you keep getting compared with the wrong competitor, read this immediately. For the uninitiated in positioning, it's a revelation.