Entry 02 / PositioningVerbatim · fully attributed
“Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.”
April Dunford
Positioning consultant, author of Obviously Awesome
She turned positioning from a branding abstraction into a repeatable exercise that product and marketing teams can actually run in a room together.
The receipt
Obviously Awesome: How to Nail Product Positioning
Ambient Press / aprildunford.com · 2019
Read at the sourceaprildunford.com
Context
Every clause is load-bearing: deliberately, best at something, a defined market, cares a lot.
If your positioning statement survives with the words swapped for a competitor's, you haven't positioned anything.