Start With the Alternatives
Identify the real alternative your buyer compares you against before writing claims.
Principle: Positioning begins with the buyer's real comparison set, not your preferred category. The Move List the alternatives first: direct competitors, internal workarounds, services, spreadsheets, and doing nothing. Then ask which one shows up in the moment the buyer feels the job most sharply. Why It Works Humans understand value through contrast. "Automated" only matters if the alternative is manual. "Flexible" only matters if the alternative is rigid. Once the alternative is clear, the message hierarchy can lead with the value that wins the comparison, support it with a few reasons, and attach proof that makes the claim believable. JTBD…
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