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You know your product is awesome--but does anybody else? Forget everything you thought you knew about positioning. Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base.
So what is it? April Dunford, positioning guru and tech exec, will enlighten you.
Her new book, Obviously Awesome, shows you how to find your product's "secret sauce"--and then sell that sauce to those who crave it. Having spent years as a startup executive (with 16 product launches under her belt) and a consultant (who's worked on dozens more), Dunford speaks with authority about breaking through the noise of a crowded market.
Punctuated with witty anecdotes and compelling case studies, Dunford's book is at once entertaining and illuminating. Among the invaluable lessons you'll learn are:
- The Five Components of Effective Positioning
- How to instantly connect an audience to your offering's value
- How to choose the best market for your products
- How to use three distinct styles of positioning to your advantage
- How to leverage market trends to help buyers understand why making a purchase is important right now
Whether you're an entrepreneur, marketer or salesperson struggling to bring inventive products to market, Dunford's insights will help you find your awesome, so that your customers can too.
You may return most new, unopened items within 30 days of delivery for a full refund. We'll also pay the return shipping costs if the return is a result of our error (you received an incorrect or defective item, etc.).
You should expect to receive your refund within four weeks of giving your package to the return shipper, however, in many cases you will receive a refund more quickly. This time period includes the transit time for us to receive your return from the shipper (5 to 10 business days), the time it takes us to process your return once we receive it (3 to 5 business days), and the time it takes your bank to process our refund request (5 to 10 business days).
If you need to return an item, simply login to your account, view the order using the "Complete Orders" link under the My Account menu and click the Return Item(s) button. We'll notify you via e-mail of your refund once we've received and processed the returned item.
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When you place an order, we will estimate shipping and delivery dates for you based on the availability of your items and the shipping options you choose. Depending on the shipping provider you choose, shipping date estimates may appear on the shipping quotes page.
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