Literature/@dunford2019
- title: Obv!ously awesome: how to nail product positioning so customers get it, buy it, love it
- authors: April Dunford
- year: 2019
The key content of the book is about:
- Competitive alternatives: What do customers do when your solution is not available
- Unique attributes: Features and capabilities that only your solution has
- Value (and proof): The benefits that those features deliver to customers
- Target market characteristics: what identifies the group of buyers that really care about your solution
- Market category: The market in which you are operating
- Relevant trends: Trends that your customers pay attention to and that can help make your solution more relevant
Market category
This is an extremely important (and perhaps overlooked) aspect that leads to the Consequences of wrong positioning. A market category defines what your customers would expect from the product, even if subconsciously. There are lots of assumptions for which we have no control except careful definition of the market category and matching basic features to it.
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