Making the Implicit Explicit: A Tech Builder’s Guide to Positioning with Obviously Awesome

How April Dunford’s 10-step system can make your product instantly resonate

1. Why This Book Matters

You’ve built something good—maybe even great. But when you put it in front of a customer, you’re met with blank stares, forced explanations, or worse: comparisons to completely unrelated products. “Oh, so it’s like Slack, but for accountants?” No, not really. You try another tagline, another pitch, another demo video. Still no cl…