I discovered April's work about a year ago through a keynote talk she gave that focused on positioning. I was immediately drawn in by the clarity of her ideas, the relevant real-world examples, and her awesome sense of humor. This book delivers on all three of those points. Zero bloat, all value. And lots of great context around the impact of the ideas across an organization from brand to marketing to sales to product alignment. It's already grabbed some coveted space on my desk so that I can jump back and reference specific sections quickly. Great read, great resource!