Obviously Awesome
About this book
Dunford's ten step process for positioning, treated as a deliberate exercise rather than a byproduct of messaging. The components are competitive alternatives, unique attributes, the value those enable, the customers who care most, and the market category you frame yourself within. Includes the five positioning styles, how to spot that a category choice is fighting you, and how to write a positioning document a team can act on.
Description via Product Digest.
Topics
Related concepts
- Product Positioning and Messaging: From Alternatives to a Clear Sales StoryDefine competitive context and translate it into credible messages for buyers and users. Includes a positioning workflow and a worked maintenance example.
- Buyer personas and user personasTwo separate archetypes for two separate jobs. Buyer personas describe who decides to purchase, user personas describe who has to live with the result.
- The Pragmatic FrameworkThirty-seven product activities arranged into seven categories, used as a shared vocabulary and as a checklist for finding which activities nobody in the organisation currently owns.
- Win and loss analysisInterviews with people who recently evaluated the product, whether they bought or not, to find out what they compared, what decided them and what they were actually trying to solve.