If you are running your own business or doing marketing for a company, chances are you are always looking for an answer to this question: “What makes us different from our competitors?”.
Or, you may have been wondering “How to be different and stand out from other companies?”.
This book is written to help you do that.
I enjoy reading this because it’s more than just telling me why I have to position my business and what is positioning.
Before I read this book, I knew I had to position my company so that my business appeals to a certain audience. But I didn’t know how to do this.
I Googled for information and books on positioning, but none of them are actionable. They explain more of the reasons on why we have to position ourselves, yet I was still stuck after reading them.
I’ve not spoken with her, but I’d love to meet April Dunford in person.
The closest I’ve ever got to connect with her was when I introduced this book to my network on Linkedin and she thanked me in the post comments.
Besides having written this book, April Dunford is a consultant and advisor to many startups and people from there. You can find out more about her on her website.
It’s helpful that there are many real-life case studies of how the positioning of some companies has been discovered.
There are also examples and hypothetical cases of positioning gone wrong. Without these examples, I wouldn’t know what is a right or wrong way to position a brand.
Just reading and taking notes may be great to help you understand the fundamentals of positioning. But the key to applying what you’ve learned in this book is to put it into practice for real.
Especially if you have a team of sales professionals to help you sell your offers, you need to document your new positioning and send the message across to your team. They have to sell with the same consistent message to keep the new positioning in sync and in place.
Unlike positioning books like “Positioning: The Battle for Your Mind” by Al Ries and Jack Trout, April Dunford provides an actionable 10-step process for you to achieve the right positioning for your brand.
This is something I’ve not come across in any book on this topic.
I highly recommend you to read Obviously Awesome by April Dunford if you are a CMO or Head of Marketing of any company. Although this book focuses a lot more on products. It helps with service businesses too.
I’m running a graphic design service business and the principles in this book applies just the same.