♟ Core Positioning
Use the positioning canvas below to capture your high-level product positioning. Start by filling in the positioning ingredients. Then, use them to write your positioning statement.
Positioning Ingredients
| Product |
What is your product called? |
| Market Category |
What market category do you operate in? |
| Company Profile |
What specific type of company cares about your value prop? |
| Target Persona |
What specific type of people in these companies care about your value prop? |
| Job To be Done |
Situation (When customer is) … Motivation (they want to) … Desired Outcome (so that they can)… |
| Competing Alternatives |
What would a potential customer use instead of your solution? |
| Problem / Pain |
What is the problem your solution solves? |
| Key Differentiators |
What unique features and capabilities do you have? |
| Enabled Value |
What differentiated value do you deliver for customers? |
Positioning Statement
| Positioning Statement |
Using the ingredients above, write a concise description of where you solution fits into the market and how you differentiate. |
🗯 Core Messaging
Use the messaging house below to capture your high-level product messaging. Don’t forget to also incorporate your positioning work above, especially in your one-liner, one-paragraph, and 100-word descriptions.
Main Message
| One-Liner |
A one sentence description of what you are/do and the greatest benefit you deliver. … |
| One-Paragraph Pitch |
A one paragraph description of what you are, your top one or two value points, and some indication of your target market. … |
| 100-Word Description |
Describe what you are, your top 2 to 3 value points, proof you can deliver that value, and an indication of your target market is. … |
Feature → Capability → Benefit