obviously-awesome

# 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...