Obviously Awesome by April Dunford - Book Club
Jun 29, 2019 · 34 min
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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:
  1. Understand the Customers who Love Your Product
  2. Form a positioning team
  3. Align Your Positioning Vocabulary and Let Go of Your Positioning Baggage
  4. List Your True Competitive Alternatives
  5. Isolate Your Unique Attributes or Feature
  6. Map Attributes to Value “Themes”
  7. Determine Who Cares a Lot
  8. Find a Market Frame of Reference That Puts Your Strengths at the Center and Determine How to Position it
  9. Layer On a Trend (but Be Careful)
  10. Capture Your Positioning so It Can Be Shared
For the curious...
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