Build a Positioning Statement That Can Sell
Build a positioning statement with a clear target customer, frame of reference, benefit, and differentiator.
A B2B AI note-taking startup describes itself as 'the intelligence layer for client work,' but buyers cannot tell whether it is notes, CRM, project management, or analytics. Positioning statement: target customer -> need -> frame of reference -> benefit -> difference The common trap is writing a slogan instead of a positioning statement. Slogans can be short and evocative; positioning statements must make the strategic choices explicit enough for teams to use. Target customer Choose consulting teams managing multi-week client projects, not all knowledge workers. The target narrows the context so the brand can use client-delivery language and ignore less…
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