The Book
Always Obvious
A business novel about becoming the obvious choice.
What It Is
Follow Sarah, CEO of a struggling software services company, as she discovers why brilliant work isn't enough — and what it actually takes to become the obvious choice in a crowded market.
Part story, part framework. You'll see the journey before you take it yourself.
Who It's For
Founders and leaders of software services companies who:
Win when they get to the conversation, but struggle to get there
Are tired of being the best-kept secret
Want to understand Continuous Positioning™ through story, not theory
What you'll learn
You'll see the seven capabilities that turn positioning from theory into practice. Learn how to build a system that doesn't break when your market shifts.
Why most positioning fails (and what to do instead)
The seven capabilities that make companies obvious
How to build a system that evolves with your market
What the journey actually looks like — the hard parts included
Download the book
Get your copy and start building positioning that works.