Obviously Awesome
A strategic guide to exceptional product positioning in the market.
Summary of 7 Key Points
Key Points
- Understanding the Power of Product Positioning
- Identifying Your True Competitors
- Crafting a Unique Value Proposition
- Aligning Positioning with Customer’s Point of View
- Implementing Positioning through Storytelling
- Leveraging Market Trends
- Evaluating and Evolving Your Positioning
key point 1 of 7
Understanding the Power of Product Positioning
The book emphasizes the importance of product positioning as a way to influence how a product is perceived by customers in a crowded marketplace. Product positioning is not just about what is said about a product, but how the product fits into an existing market landscape and how it is differentiated from competitors. The author argues that successful product positioning can lead to a product being seen as unique and desirable, creating a strong brand identity and making it easier for customers to understand why they should choose it over other options…Read&Listen More
key point 2 of 7
Identifying Your True Competitors
Identifying your true competitors, as discussed in depth, requires a nuanced understanding beyond the obvious direct competitors. It emphasizes the importance of recognizing that competition isn’t solely about other companies offering identical products or services. Instead, it expands the definition of competitors to include any alternative that customers might consider to achieve the same job. This approach shifts the focus from a narrow, product-centric view to a broader, job-to-be-done perspective, allowing businesses to see the landscape through their customers’ eyes. By understanding what job the customer is hiring the product to do, companies can more accurately identify their real competition, which may not always be who they initially assume…Read&Listen More
key point 3 of 7
Crafting a Unique Value Proposition
Crafting a Unique Value Proposition (UVP) is fundamental in positioning a product or service in the market effectively, and the approach towards it is both an art and a science. The UVP must succinctly describe how a product or service solves a problem or improves a situation, delivers specific benefits, and tells the ideal customer why they should buy from you and not from the competition. It’s about identifying the distinctive value your offering brings and communicating it in a way that resonates with your target audience, making your solution obviously awesome to them…Read&Listen More
key point 4 of 7
Aligning Positioning with Customer’s Point of View
In the exploration of aligning positioning with a customer’s point of view, the text delves deep into the psychological and practical aspects of how customers perceive products and services. It underscores the importance of understanding not just the functional attributes of a product or service, but also the emotional and situational contexts in which the customer interacts with these offerings. The discussion begins with the premise that positioning is not just about where a product fits in the market but more crucially, where it fits in the minds of the customers. This means that businesses need to step into their customers’ shoes, seeing the product as the customers do, which often reveals insights that are missed when viewing the product from an internal perspective only…Read&Listen More
key point 5 of 7
Implementing Positioning through Storytelling
Implementing positioning through storytelling is a method that revolves around the art of using narrative to shape how people perceive and understand a product or organization. This approach hinges on the understanding that human beings are naturally drawn to stories and that storytelling can be an incredibly persuasive tool when used correctly. The narrative structure helps audiences connect emotionally with the positioning, making it more memorable and impactful. Through effective storytelling, a product can be positioned not just as an item with features and benefits, but as something with a personality, values, and a place in the customer’s world. This can create a powerful resonance that mere specifications cannot achieve…Read&Listen More
key point 6 of 7
Leveraging Market Trends
Leveraging market trends is about understanding and capitalizing on the larger movements in the market that are relevant to your product or service. The process involves identifying trends that can positively impact the perception and demand of your offering. Market trends can be technological advancements, cultural shifts, or changes in consumer behavior, and recognizing these can provide a strategic advantage. To leverage these trends, it’s important to first identify them and then align your product’s positioning so that it rides the wave of these trends, rather than going against them…Read&Listen More
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Evaluating and Evolving Your Positioning
Evaluating and evolving your positioning is a crucial aspect of maintaining the competitiveness and relevance of a product or service in the market. The initial step involves a deep dive into understanding your current positioning, which means identifying how your offering is distinct from competitors and how this distinction is perceived by your target market. This requires gathering and analyzing feedback from existing customers, prospects who chose a competitor, and lost opportunities where no decision was made. Such insights provide a clear picture of the perceived strengths and weaknesses of your current positioning, indicating areas that resonate well with your audience and those that may be causing confusion or indifference…Read&Listen More