1. Who are you?
2. What do you do?
3. Who’s it for?
4. How are you different?

These are the key elements of a positioning statement.

Pretty simple right?

Yes, BUT it takes some work to arrive at these answers.

– Talk to your prospects
– Talk to your customers
– Look at your CRM and intent data
– Talk to customers/prospects you lost
– Talk to the product team
– Talk to the sales team
– Really look at your competitors [without ego]– Define the status quo and how you are changing it for the better

Many companies try to build their positioning in an echo chamber without taking external factors into account.

That is a recipe for disaster.

If you take the time and effort to do it right, your positioning will guide your messaging, content, and sales, and it will give your customers and prospects a clear message: This is who we are, this is what we do, this is who’s it for, and this is how we are different.

I like this positioning statement template from Geoffrey Moore (Crossing the Chasm):

For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy).

If you put in the work to get the complete picture, the rewards will be well worth the effort.