Obviously Awesome

My most important note: This book is not about positioning. It assumes you already have a product with customers. This makes it about repositioning products.

If you get through the oversized title pages and ditto meaningless quotes, the writer states that there are no methods other than the “positioning statement” to actually position a product. This is not true. This book was written in 2019, and lean canvas came out in 2010. The 10-step positioning process - which could easily be reduced to 5 steps - the author proposes share a lot of parallels with it.

So far, I’m heading towards a one star. But that seems unfair. I like the author, and think the examples of companies that went through positioning exercises are valuable.

Positioning demystified. This compact guide was so helpful, and a joy to read. You'll view your market, customers, messaging, and products in a clearer way. It's all essentialized down to what good positioning is, its six components, and the 10 step positioning process. 3 sections, many numbered lists, some visual aids, and bolded standalone phrases help drive everything home.