April Dunford

A practical, how-to book specifically about positioning. You'll learn:
• How positioning creates a context to fundamentally shape how people see things;
•The signs of weak positioning, and why traditional positioning statements don't work;
• The 10 steps to find an effective product/company positioning and identify 5 + 1 critical components underlying your positioning;
• How to implement your positioning.

Book summary at: rel="nofollow" target="_top">https://readingraphics.com/book-summary-obviously-awesome/… (meer)

This book delivers exactly what it promises. It explains positioning and its importance, presents 10-step process for defining positioning for a product or company, and gives a reader few tips on how to do it well. It might be surprising for a marketing book, but it's an easy read, really straight up, no fluff, no redundant repetitions, no convoluted definitions or abstract frameworks. You get what you pay for - nothing more, nothing less.

I wish it provided a bit more depth and explained more nuances. Sometimes I felt like the author is intentionally holding back, treating this book as a teaser for her services. There is a lot of whitespace and blank pages (or a single quote pages), so despite being 200 pages long, it feels more like 120 "regular-book" pages. On the one hand, there could be more content in this book, but on the other hand, I really appreciate how succinct and to the point it is.… (meer)