Turn a few plain-language answers into a ready-to-use positioning statement.
The classic. Seven specific slots; fill them and a clear statement falls out. Best for B2B and enterprise — when you need to spell out segment, category, and competitor explicitly.
Your product
The name you'd use in a headline.
The space it competes in.
Your customer
Who specifically this is for — be as narrow as useful.
The core problem they're trying to solve.
Your solution
The primary outcome your product delivers — not a feature, a result.
Competitive context
What they use today instead of you — a tool, a process, or doing nothing.
The one thing you do that the alternative cannot match.
Product & category
The name you'd use in a headline.
The frame that makes your value instantly obvious to buyers.
Target customer
The specific segment who cares most about what you uniquely do.
The business outcome they're trying to reach — not a feature, the end result.
Competitive context
What they'd use if you didn't exist — a product, a spreadsheet, or nothing.
What you do that the alternative structurally cannot — the attribute that drives your value.
The tax or friction the alternative forces on them — the cost you eliminate.
Who & what
The name you'd use in a headline.
Who uses this and benefits most.
The job
What they're trying to accomplish — the goal, not the feature.
Your method, capability, or mechanism that gets them to that goal.
Against alternatives
What they use today instead — tool, process, or workaround.
The specific thing the alternative fails to deliver.
The result
The measurable or meaningful result of using your product.