"Obviously Awesome is the definitive guide to product positioning and a must-read for product leaders. April Dunford's method cuts through the noise, providing laser focus on the true essence of why your customers care about your products and how to communicate your value effectively. This book is a game-changer for your positioning strategy."

Gerrit Kazmaier, president of Product and Technology at Workday

"If you're serious about creating a product that stands out, resonates, and drives growth, this book is your blueprint. April Dunford doesn't just teach positioning-she rewires how you think about it. This book is a must-read for anyone who wants to connect with customers and win in the market."

Bobby Moesta, co-founder and president of The Re-Wired Group, and co-creator of the Jobs to Be Done theory

"This book is a must-read for anyone serious about winning in a crowded market. April Dunford's positioning methodology is deceptively simple-and incredibly effective. I've used it at both Google and IBM, and it works. Read this book. Apply what's inside. Your competitors will-if you don't get there first. "

Bruno Aziza, Group VP of Software (Data, AI, Automation, and Security) at IBM

"April Dunford is the master at positioning and bringing B2B tech to market. Obviously Awesome pulls together two decades of her experience into a brilliant step-by-step book that actually shows us how to do positioning, rather than just talking about it-with great examples and a few chuckles along the way."

Rich Mironov, CEO and product management guru

"In this valuable book, April Dunford proves that products can be transformed by changing their context. Obviously Awesome is a must-read for any founder, marketer or salesperson struggling to make their product stand out in crowded markets. We spend a lot of time talking about product and engineering, and not enough time thinking about marketing and positioning-this book can help change that."

Kirk Simpson, co-founder of Wave