Positioning; relevance, awesomeness, or both?

“Obviously Awesome: How to Nail Product Positioning, so Customers Get It, Buy It, Love It” was recommended by a colleague on our climate-KIC programme. A book about positioning. On the climate-KIC programme alone, I have worked with hundreds of companies, and yes, positioning is an issue, as is the definition of the value proposition. Invariably, they go hand in hand.