Positioning Recall Deck
Recall the components of positioning that should precede messaging work.
Best-fit customer What does best-fit customer mean in positioning? The customer segment most likely to value, buy, adopt, and advocate for the differentiated value now. It is narrower than total addressable market and more useful than a broad persona. Alternative We do not have a direct competitor in this account. Buyer is still comparing you to something. Your line If they do not buy us, what will they use instead this quarter? Do not confuse no direct competitor with no alternative. The real alternative creates the contrast your positioning needs. Category Existing category or new frame? The category should help…
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