Obviously Awesome
The VMT Review
This is one of the most practical books on positioning, particularly for B2B technology. Dunford explains how customers compare products with alternatives and why founders should define competitive alternatives, differentiated capabilities, customer value, best-fit segments, and market category. Dunford describes the book as a distillation of the positioning process she developed through extensive work with technology companies.
What the Reader Will Learn
Founders learn to position the product around the customer’s relevant alternatives and the value of differentiated capabilities rather than around generic claims. Mentors can use the method to identify when weak sales are partly caused by customers not understanding what the product is or why it matters.