Top 5 Books on Positioning to Elevate Your Business Strategy

Positioning is one of the most critical—yet often misunderstood—elements of building a successful business.

Books have given me valuable ideas, but my most transformative insights came from high-ticket trainings and hands-on experience—like repositioning a big B2C brand in the US market, working with clients, and building a company from the ground up. Some strategies go beyond what you’ll find in most books, but the resources I recommend below will give you a strong foundation.

According to April Dunford, an expert in positioning, most traditional definitions of positioning miss the mark. Her definition? "Positioning defines how your product leads in delivering something that a well-defined set of customers cares deeply about."

One critical point to emphasize is that effective positioning is all about setting the right context for your offer, helping customers see why it matters within their specific situation.

Your business doesn’t exist in a vacuum. To discover your positioning, you must first investigate the environment your customers encounter when making purchasing decisions.

Here are the key components to examine:

• Target customers: What are their desires and pain points?

• Competitive alternatives: How are they currently solving the same problem?

• Differentiated benefits: What unique value do you provide that competitors don’t?

• Market signals: What’s happening in the world that increases the importance of your offer?

• Strategic focus: What context makes the value of your product clear to customers?

Mastering positioning is an advanced skillset because:

1. It involves multiple components.

2. You need to think both analytically and creatively.

Most companies—and even many marketing agencies—avoid this process because it's complex. However, putting in the upfront work to set a strategic focus will save you significant time and money in the long run.

Here’s a truth bomb: Nobody has time to hear about every feature of your offer.

If you try to explain all the wonderful aspects of your product, none of it will stick. However, if you craft a compelling narrative around your strategic emphasis and consistently reinforce it, you'll not only stand out but also make your message more likely to be heard. Bonus points if you can weave storytelling into your strategy.

Now, let’s get to the book recommendations that will help you deepen your understanding of positioning.

1. Obviously Awesome by April Dunford

The go-to resource from one of the industry's leading experts on positioning. April Dunford makes complex concepts accessible and actionable. She provides real-word examples and outlines a detailed framework to help businesses understand and articulate their unique value to customers. Her experience and examples are primarily within the B2B tech startup world.

Recommended if: You want to learn practical, real-world positioning strategies, especially if you're in the B2B or tech space.

2. Sales Pitch: How to Craft a Story to Stand Out and Win by April Dunford

This book offers great insights on how to transform your positioning into a powerful sales tool, making your pitch resonate with customers and stand out in competitive markets. April Dunford explains how to communicate your product's value clearly and compellingly to your target audience.

Recommended if: You've already read 'Obviously Awesome' and want to take your positioning a step further by crafting a winning sales pitch.

3. Positioning by Al Ries and Jack Trout

A timeless classic. This book was the first to popularize the concept of positioning and has been a go-to resource for decades. The book is filled with timeless examples. It explains how positioning works and why it's crucial in a crowded marketplace.

It was the first book I read years ago that helped me shift from an artsy approach to a more strategic mindset when working with brands.

Recommended if: You're new to positioning or want to revisit the foundational principles of this crucial marketing strategy.

4. The 22 Immutable Laws of Branding by Al Ries and Laura Ries

Another classic, packed with case studies of the world’s best brands. The book outlines the key principles behind building a strong, memorable brand. With engaging stories from some of the world’s best-known companies, they explore why some brands thrive while others fade. The book covers essential branding laws that every business owner should know to create and sustain brand success.

Recommended if: You're a business owner looking to create and sustain brand success and like learning from real-world examples of successful companies.

5. The Win Without Pitching Manifesto by Blair Enns

Written for owners of creative and service-based businesses, this manifesto challenges the traditional pitching model. It argues that creative professionals should stop giving away their thinking for free and instead position themselves as experts who don’t need to compete on price.

It's a refreshing take on positioning and sales in the creative industries.

Recommended if: You're a creative professional or service provider looking to build authority, win business on your terms, and stop competing on price.

There you have it—some of the best resources to deepen your understanding of positioning.

If you're looking to sharpen your strategy and competitive edge, these books are a great starting point.

But if you'd rather discuss your own positioning strategy with someone who’s been through it many times before, I'm here to help. Click below to book a complimentary strategy session with me.

Together, we can refine your positioning and give your business the edge it needs to stand out and win more business.