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Many SaaS founders struggle to explain in 30 seconds why customers should choose their product.
April Dunford’s framework (from her book Obviously Awesome) helps fix this with 6 clear questions:
1. What do customers do today if your product does not exist?
(Excel, manual work, old tools, or nothing)
2. What special features or advantages does your product have that the alternatives do not?
3. What real benefit (with proof) do those features give?
(save X hours per month, increase revenue by Y%, lower costs – show numbers or examples)
4. Which customers care the most about this benefit?
(who has the biggest pain right now?)
5. In which market category do you want customers to think of you?
(not just “another tool”, but “AI-powered [specific thing]”)
6. Which current trends make your solution more important right now?
(AI growth, new regulations, changing customer needs in 2025/2026)
Answer these 6 questions → your website, emails, pitches and sales calls become much stronger.
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