Obviously Awesome（April Dunford）
April Dunford
定位不是文案问题，是经营选择：你主动选定的"参照系"决定了客户用什么尺子量你；选对参照系，平庸产品也会显眼，选错参照系，世界级产品也会被当街头艺人。
核心观点
- 01
展证 1：Joshua Bell 地铁站实验：同一产品在错的 frame 里值 32 美元
> 「Joshua Bell regularly sells out concert halls where tickets cost $300 or more. For this test of context, he would play the violin outside a busy subway station in Washington, DC, during the morning commute. ... Bell performed for forty-five minutes. In that time, 1,070 people passed by, and of those, 27 gave him money, and only 7 paused to listen. His total earnings for the concert: $32.17.」（L443-447） > > 「In the …
- 02
展证 2：从 database 到 data warehouse 的 reframe：同一产品瞬间从输到赢
> 「When we tried to find investors for our company, they wouldn't fund us for the same reason: the database market was mature and the big vendors were impossible to beat. There wasn't a need for something new ...」（L637） > > 「It started with a customer telling me he didn't believe we were a database at all. ... He went on to explain that in his eyes we were more of a business intelligence tool, or even more specifical…
金句摘录
「教你写更好的 positioning statement / value proposition / tagline。」
「我的产品在客户脑子里挂在哪根钩子上？」
「Even a world-class product, poorly positioned, can fail.」
免费部分到这里（约前 1/3）。墙内还有：
剩余 1 条核心观点 · 剩余 15 条金句 · 应用与反思篇
常见问题
这本书讲了什么？
定位不是文案问题，是经营选择：你主动选定的"参照系"决定了客户用什么尺子量你；选对参照系，平庸产品也会显眼，选错参照系，世界级产品也会被当街头艺人。
适合谁读？
从核心观点看，适合想搞清楚「> 「Joshua Bell regularly sells out concert halls where tickets cost $300 or more」这类问题的人。
最核心的一个观点是什么？
> 「Joshua Bell regularly sells out concert halls where tickets cost $300 or more. For this test of context, he would play the violin outside a busy subway station in Washington, DC, during the morning