Canadian marketing executive and author who wrote Obviously Awesome — the definitive guide to product positioning — advising hundreds of B2B tech startups on how to position their products so that customers immediately understand why they are the best option for them.
Created the actionable framework for product positioning — Obviously Awesome's step-by-step positioning process (identifying competitive alternatives, isolating differentiating attributes, mapping value for target customers) gave product and marketing teams a practical method where previously only vague concepts existed.
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