Obviously Awesome: Using Context to Take your Product from What? to Wow!

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April Dunford, Founder of Rocket Launch Marketing Our customers are drowning in a sea of innovative new products they struggle to understand. We often have only seconds to answer the most fundamental questions customers have about our products: What the heck is this and why should I care? In this talk you'll learn how context can make the value of your products obvious to customers. You will learn how to build a frame of reference that puts the strengths of your offering into crisp focus in even the noisiest of markets.

April Dunford
Founder, Rocket Launch Marketing
OBVIOUSLY AWESOME

OBVIOUSLY AWESOME
@aprildunford aprildunford.com

WHY CONTEXT
MATTERS:
AN EXPERIMENT
@aprildunford aprildunford.com

Ball
Cap
This
Sloppy
Action
Dirty Metro
Plaza
Garbage
BinsDid Not
Stop
@aprildunford aprildunford.com

STREET
PERFORMER!
@aprildunford aprildunford.com

Big
Camera
Dope
White
Bow Ties
Fancy
Wood
Feeling It
Program
Says he
Won
Awards
‘n Stuff
@aprildunford aprildunford.com

CONTEXT CAN KILL
EVEN A GREAT PRODUCT
VS

CUSTOMERS
OUR CONTEXT
COMPETITION
BRANDING &
PACKAGING
EXPECTED
FEATURES
CHANNELS PRICING

WE IGNORE
CONTEXT
COMPLETELY
@aprildunford aprildunford.com

EXAMPLE: WHAT IF I TOLD YOU
YOUR DATABASE IS NOT A DATABASE?
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NEW IDEAS START WITH A DESIRE TO
MAKE AN EXISTING THING BETTER
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BUT WE STRETCH
THAT DEFINITION
UNTIL IT BECOMES
SOMETHING ELSE

WE DON’T NOTICE THIS
GRADUAL TRANSFORMATION
@aprildunford aprildunford.com

BUT OUR
CUSTOMERS
ARE
CONFUSED,
AFRAID
(OR BORED)
@aprildunford aprildunford.com

NEW PRODUCTS REQUIRE
NEW THINKING
@aprildunford aprildunford.com

EXAMPLE: CAKE INNOVATION
@aprildunford aprildunford.com

WHAT YOU SAID IT WAS
@aprildunford aprildunford.com

CAKE
FUNDAMENTALLY
NOT CAKE
OLD THINKING GIVES CURRENT
PRODUCTS AN ADVANTAGE

LOLLIPOP CAKEPOP
NEW THINKING CHANGES
CUSTOMERS PERCEPTION
@aprildunford aprildunford.com

STEP 1: LET GO
OF THE PAST
@aprildunford aprildunford.com

STEP 2: ISOLATE
YOUR KEY
COMPETITIVE
ADVANTAGES
@aprildunford aprildunford.com

STEP 3: POSITION
IN A MARKET
WHERE YOUR
UNIQUE VALUE IS
OBVIOUS
@aprildunford aprildunford.com

EXAMPLE: ARE BOTH OF THESE
THINGS ROBOTS?
@aprildunford aprildunford.com

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