So, you’ve crafted a strong value proposition. The next step is to zoom out and place it within a broader positioning statement.
A positioning statement defines what your product is, who it’s for, and the core problem it solves. It builds on your value proposition by explaining why your business exists, what makes you different, and how you deliver unique value compared to competitors.
In short, your positioning statement sets the strategic context for your value proposition — anchoring your product, your audience, and your competitive edge in one clear narrative.
Clear positioning that resonates with your target audience helps attract qualified leads. With the right positioning, customers will recognize how your product solves their needs and why you should be their only go-to.
The formula we will be using to craft the positioning statement is the following:
"For [target customer] who [customer need/opportunity], [product/service name] is a [category] that [key benefit/differentiation]. Unlike [competitive alternative], we [unique differentiator]."
Positioning Strategy Prompt
You are a positioning strategist. Using the research provided, create a powerful positioning strategy.
INPUTS (from Module 1):
[Paste key sections from your ICP Profile, Competitive Intelligence, Market Trends and Value Proposition]
DELIVERABLES:
1. POSITIONING STATEMENT Create a positioning statement following this framework: "For [target customer] who [customer need/opportunity], [product/service name] is a [category] that [key benefit/differentiation]. Unlike [competitive alternative], we [unique differentiator]." The positioning statement should build upon the Value Proposition. Provide 3 variations: Bold, Safe, and Category-Creating.
2. UNIQUE MECHANISM What's the proprietary method/approach/framework that makes your solution work? Name it and describe it. (Example: "The Revenue Acceleration Framework™")
3. MESSAGING PILLARS (3-5 core themes) For each pillar: - Pillar name - Core message - Supporting proof points - Customer pain it addresses
4. PROOF STRATEGY - Social proof needed (testimonials, case studies, logos) - Authority building (credentials, media, thought leadership) - Risk reversal (guarantees, trials, freemium)
5. CATEGORY STRATEGY Should we: - Compete in existing category - Create new sub-category - Build entirely new category Provide recommendation with rationale.
OUTPUT: Complete Positioning strategy document.