The simple framework to build a killer positioning statement


Positioning statements are important. They define why your product adds value to your customers with simplicity and clarity. Here’s a great way to build your positioning statement that can also act as a great elevator pitch to any potential clients / investors.

For (target customer)
Who (statement of need or opportunity),
(Product name) is a (product category)
That (statement of key benefit).
Unlike (competing alternative)
(Product name)(statement of primary differentiation)

Here’s an example in action using Uber in London:

For people in London
Who want to conveniently and cheaply book a taxi to get around
Uber is a taxi service served through a mobile app
That allows people to easily book taxis through their mobile app and that sets fees prior to booking
Unlike traditional taxi services that can be difficult to book/find and can over charge for the journey.

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