A positioning statement says who the product is for, what need it meets, in which category the customer will compare it, what its point of difference is and why to believe it. It is an internal text: it guides messaging, pricing, sales and the roadmap. Good positioning picks one audience and a concrete difference, and makes clear which alternatives the product competes with for the customer’s attention.
How to use
- Enter the product name, the target audience and the need, starting with a verb.
- Choose the category the customer will compare the product in and write the point of difference.
- List the reasons to believe: pilot data, verifiable features, customer cases.
- Fill in the alternatives table with what each one offers and where the product wins.
- Read the statement, the short version and the checks, and export the card or the table.
What each field asks for
| Field | What to enter |
|---|---|
| Product | E.g. ShortRoute |
| Target audience | Who you want to win first, in the plural. |
| Need | What the audience needs to do, starting with a verb. |
| Category (frame of reference) | Where the customer places the product when comparing, with an article. The more specific, the better. |
| Point of difference | What only the product does, starting with a verb. A number helps. |
| Reasons to believe | Facts that back the difference: pilot data, feature, certification, customer. |
| Alternative | E.g. spreadsheet and map on the phone |
| What it offers | E.g. no cost and flexibility |
| Our difference | E.g. route ready in 2 minutes |
Example
A fictional route planner for small hauliers generates: "For small hauliers with up to 15 vehicles who need to plan the day’s deliveries without losing hours on the map, ShortRoute is a delivery route planner for phones that builds the routes from a photo of the delivery notes in 2 minutes." Three reasons to believe follow, such as the 18% fewer kilometres in the pilot. The table compares the spreadsheet with a map and the route planners for large fleets, and the check passes all five items: specific category, difference with a number, proof, alternatives and difference described for each one.
When to use
- Before writing the website, the launch page or the sales script.
- When the team describes the product in different ways and each area tells its own story.
- When entering a market with strong competitors, to choose where the product will win.
- When changing audience or category, to record the new choice.
Frequently asked questions
What is a positioning statement?
It is an internal sentence that defines audience, need, category, point of difference and reasons to believe. It is not a slogan: it aligns marketing, sales and product on the same choice.
How is positioning different from a value proposition?
The value proposition details how the product relieves pains and creates gains for a customer. Positioning chooses where the product competes for the customer’s attention and why it beats the alternatives. One usually feeds the other.
How do I choose the category?
Use the name the customer would use when searching or comparing. A category that is too broad, such as "platform", does not say what to compare with; one that is too narrow may not exist in the customer’s mind. The tool warns you when the category looks broad.
What makes a strong point of difference?
Being concrete, relevant to the audience and hard for the alternative to claim too. Any competitor says "easier" or "better quality"; only the one that does it says "builds the route in 2 minutes from a photo of the note".
What are reasons to believe?
They are the facts that make the difference credible: pilot results, a feature you can demonstrate, a certification, a testimonial or a customer count. Without them, the point of difference is just a promise.
Which alternatives should I include?
Direct competitors, substitutes and the current way of solving it, such as a spreadsheet or a manual process. Often the strongest alternative is the customer carrying on as they are.