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    Course · Positioning trackStrategy

    Category Design

    Create a new category on purpose instead of competing inside a crowded one.

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    Positioning Statement
    For [target], who [need], we are [category] that [benefit] because [proof].
    Brainstorm
    Grid of sticky notes to fill in.
    2×2 Matrix
    Plot ideas on two axes (Impact vs Effort).
    Mind Map
    Central idea with branches.
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    Positioning
    The single place you want to occupy in the customer’s mind — and everything that follows from it.
    Positioning Statement
    Target, frame of reference, benefit and reason-to-believe in one sentence.
    Value Proposition
    The specific value you deliver, to whom, that competitors don’t.
    USP
    The single unique selling proposition you can defend and repeat.