Ep 1: Making Complex Products Obviously Awesome (with April Dunford)

This book introduces the concept of positioning as a crucial strategy in marketing. It explains how to effectively communicate with a skeptical and media-blitzed public by creating a position in the prospect's mind that reflects the company's strengths and weaknesses as well as those of its competitors. The authors provide valuable case histories and analyses of successful and failed advertising campaigns, emphasizing the importance of simplicity, consistency, and understanding how people think and evaluate information. The book also discusses strategies such as making and positioning an industry leader, occupying a niche, and repositioning competitors to create a unique market position.

In 'Obviously Awesome,' April Dunford provides a practical, step-by-step guide on product positioning. Drawing from her extensive experience in tech marketing, Dunford explains how to identify a product's 'secret sauce' and sell it to the right audience. The book covers key topics such as the five components of effective positioning, how to connect an audience to the product's value, choosing the best market, and leveraging market trends. It is punctuated with witty anecdotes and compelling case studies, making it both entertaining and illuminating for entrepreneurs, marketers, and salespeople.