'Define product positioning by mapping competitive alternatives, unique attributes, and best-fit customers to the right market category.
Product Positioning Framework
April Dunford's "Obviously Awesome" methodology: a structured, repeatable process for defining how your product is the best in the world at delivering something a well-defined set of customers cares a lot about. Positioning determines what customers compare you to, which features they notice, and ultimately whether they buy.
Core Principle
Positioning is not messaging. Positioning is context.
Positioning defines the context within which customers evaluate your product -- what category they place you in, what alternatives they compare you against, and how they judge your value. Customers always evaluate relative to alternatives; there is no absolute product perception -- a product that seems expensive in one context seems cheap in another. Deliberately choose the context that makes your unique strengths obvious: get it right and messaging, sales, and pricing become dramatically easier; get it wrong and no amount of clever copywriting will save you.
Scoring
Goal: 10/10. Rate any product's positioning 0-10 using the bands below, and always state the current score with the specific improvements needed to reach 10/10.
| Score |
Description |
| 0-2 |
No clear positioning; customers can't explain what the product is or who it's for |
| 3-4 |
Vague: category unclear, differentiation weak, target customer is "everyone" |
| 5-6 |
Partial: some components clear, others missing; team members describe the product differently |
| 7-8 |
Strong: all five components defined, team aligned, customers generally understand the value |
| 9-10 |
Exceptional: every component reinforces the others; customers immediately get what it is, why it's different, and why they should care |
The 10 Positioning Components
| Component |
Description |
Example |
| Competitive Alternatives |
What customers would use if you didn't exist |
Spreadsheets, consultants, doing nothing |
| Unique Attributes |
Capabilities only your product has |
Real-time collaboration on financial models |
| Value Themes |
Benefits customers get from unique attributes |
Save 10 hours/week on financial reporting |
| Best-Fit Customers |
Who cares most about your value |
Mid-market CFOs managing 3+ business units |
| Market Category |
The market you describe yourself as part of |
FP&A software |
| Relevant Trends |
Dynamics that make positioning resonate now |
Remote finance teams need real-time collaboration |
| Positioning Statement |
Internal one-line su
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