Position Against the Real Alternative
Identify the buyer alternative that should shape differentiated positioning.
Principle: Positioning gets concrete when the real alternative is named. The Move List the alternatives before writing the claim: direct competitors, internal workarounds, services, spreadsheets, legacy systems, and doing nothing. Then choose the differentiated capability that matters most against that alternative. Why It Works Without a comparison, value sounds abstract. "Faster" needs faster than what. "More accurate" needs more accurate than which current process. "Easier" needs easier than which workflow. Positioning turns product strengths into buyer-relevant contrast. Messaging Use A message hierarchy should lead with differentiated value, support it with the reasons to believe, and prove it with evidence. The…
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