positioning

When to Use

• Kicking off new products/features or entering new markets.
• Refreshing messaging after competitive or market shifts.
• Equipping sales/CS with updated stories.

Framework

1. Audience & Problem – ICP, pain, current workaround.
2. Promise – how we uniquely solve it (functional + emotional).
3. Proof – metrics, customers, analysts, demos.
4. Payoff – business outcome and CTA.
5. Variants – adjust for personas, industries, regions.

Templates

• Positioning canvas (Audience, Need, Approach, Differentiation, Proof).
• Message house diagram.
• Snippet bank (email, social, ad copy, call intro).

Tips

• Validate with customers before rollout.
• Keep one source of truth; document version and owner.
• Align with design/content teams so visuals mirror messaging.

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