The World's Best Book Summaries
What’s your product worth to your customer? How will each feature benefit them? In Obviously Awesome, April Dunford proposes a 12-step process that lets you position any product well. Step 6 involves product value. First, identify each feature’s benefit, and then figure out what the value of each benefit is. Let’s take a closer look at this step in the product positioning process.
What are the disadvantages of entering new markets? Why is it so hard to design a new market? As great as its benefits are, market design is difficult for three reasons. However, the book Play Bigger suggests that overcoming these disadvantages is worth it for your company in the long-run Let’s look at why entering the new market has its disadvantages.
What are the various kinds of markets in which you can sell your product? How do you determine which market is the right one for your product? Positioning means establishing the context for the use of your product, and selling your product in the right market helps provide that context. For instance, if you sell a new snack in the “chip” market, customers immediately know approximately what your product will look and taste like. Keep reading to learn how to target the right market and dominate it.
Why does your business need a new market? How can you develop a new market? A new market is where you’ve created a novel solution for consumers. This type of solution isn’t just improving on other solutions because it completely alters peoples’ lives and renders old markets obsolete. Check out how to develop a new market, according to the book Play Bigger.
Who’s most likely to buy your product? How can you figure that out? To help you position any product well, April Dunford provides a 12-step process. Step 7 is to pinpoint customer segments most likely to buy your product. Read more to learn about Dunford’s three-step process of customer segmentation analysis.
What is a target market? How can you identify the target market of your company? A target market is a specific group of consumers that may potentially buy your product. It’s important to pinpoint your target market and understand what their unmet needs are so you can fulfill them. Let’s discuss how to identify a target market in the five parts highlighted in Play Bigger.
What makes your product unique? How is it different and better than the alternatives? Without proper positioning, customers can’t understand why they should bother to buy your product. In Obviously Awesome, April Dunford presents a 12-step positioning process. Step 5 is to identify what makes your product stand out from—and above—the alternatives. Let’s take a closer look at this step.
How do you write a branding proposal? What is the point of proposing your brand? When building a company, one of the first things you need to do is create your company’s identity and brand. You might have to share your brand with investors, which means writing up a proposal. Read below to learn how to write a branding proposal from the book Play Bigger.
How should you promote your company? What are examples of an event marketing strategy? Marketing events are good ways of introducing your company to the world. The book Play Bigger says that big and small events are opportunities to express your ideas to your target audience. Check out examples of event marketing strategies to spread your company’s message.
What problem do your customers want to solve by using your product? What would your customers do if they didn’t use your product? April Dunford proposes a 12-step product positioning process—taking you all the way from creating a cross-departmental positioning group to sharing your final positioning across the company—that lets you position any product well. Step 4 in that process is to identify the alternatives to using your product. Keep reading to learn Dunford’s method of identifying product alternatives.