Positioning Is a Choice, Not a Slogan Dump
Write positioning that differentiates against a real alternative for a defined buyer.
A position is strong when it tells the right buyer why you beat the right alternative with believable proof. Positioning lives inside a decision context Buyers do not evaluate a product in a vacuum. They evaluate it against alternatives, constraints, and risks. Positioning should help them place the offer in that context quickly. Generic adjectives are not differentiation Words like easy or innovative sound useful but rarely change a decision because multiple competitors can say them. Differentiation comes from relevance plus contrast plus proof. Use win/loss to refine the contrast When buyers repeatedly mention the same incumbent, substitute, or fear,…
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