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 Positioning Canvas
The 10 outputs of positioning, captured in one place. Steps 1-5 build the top five; the rest are derived from them. Every team member should fill this out and arrive at the same answers -- divergence signals misalignment.
| Component |
Fill-in Question |
Example Answer |
| Competitive Alternatives |
What would customers use if we didn't exist? |
Spreadsheets, consultants, doing nothing |
| Unique Attributes |
What do we have that alternatives don't? |
Real-time collaboration on financial models |
| Value Themes |
What value do those attributes enable? |
Save 10 hours/week on financial reporting |
| Best-Fit Customers |
Who cares most about that value? |
Mid-market CFOs managing 3+ business units |
| Market Category |
What market frame makes our value obvious? |
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