April Dunford is an executive consultant, speaker and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in positioning and market strategy, and has launched 16 products into market across her 25-year career as VP of marketing at a series of successful high-growth startups. April advises leadership, sales and marketing teams through training, workshops and keynote talks. She is also a board member, investor and advisor to dozens of high-growth businesses. www.aprildunford.com
"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 and CEO of Wave"Three years ago, April
Dunford contributed invaluable work for Redgate, helping us
position our company around a reframed area with more growth
opportunities and a bigger mission than we had before. Since then
our revenues have grown substantially, in part due to our better
positioning. In her new book, Obviously Awesome, she provides an
easy-to-understand framework for you to do your own positioning
work. If you run through her 10-stage process and give yourself the
chance to allow the scales to fall from your eyes, you'll improve
your positioning and ultimately, your product."
--Simon Galbraith, CEO of Red Gate Software"April Dunford is the
thought leader across the country and beyond when it comes to
marketing and positioning for startups. She has an uncanny ability
to see well ahead on how tech companies will be perceived by their
users and customers, and has incredible insights for founders as
they launch and scale their startups."
--Sunil Sharma, Managing Director of Techstars Toronto and co-host
of Collision Conference"Great positioning is an unbeatable
advantage. But you're probably doing it wrong. This book fixes
that, offering a clear roadmap that businesses of any size can use
to find and communicate their unique advantages on their own
terms."
--Alistair Croll, founder of Solve for Interesting and bestselling
author of Lean Analytics"Positioning. Is. Hard. Really hard. But
April Dunford gets it better than anyone I know. Candid, deeply
knowledgeable, and--just as she is onstage--obviously hilarious.
April is a master storyteller, and if you liked her keynote talk,
you are going to love this book."
--Oli Gardiner, co-founder of Unbounce"April Dunford's two decades
of marketing leadership in large companies and small give her a
unique perspective on positioning. This how-to guide is a
must-read. Before you spend a dollar on sales and marketing, read
April's book on positioning."
--Renny Monaghan, VP Solutions at RingCentral"Obviously Awesome is
the playbook for making your market category work for you instead
of against you. If your product is hard for customers to figure
out, this book is for you."
--Mark Organ, founder and CEO of Influitive, founder and former CEO
of Eloqua"April Dunford may know more about product positioning
than any person alive and her deep, practical experience shines in
this book. Witty, thoughtful, and genuinely useful, Obviously
Awesome is the must-read bible on positioning. If your product is
hard for customers to figure out, this book is for you."
--Rich Emrich, CEO of Altus Assessments
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