Workshop · Positioning
Positioning Statement
Lock one sentence the whole company can repeat.
Overview
Why run this workshop
What is this workshop?
A classic positioning session using the "For [audience] who [need], [product] is a [category] that [benefit]" formula.
Why is it valuable?
Positioning is the single sentence every other decision — pricing, messaging, roadmap — should trace back to.
When should you use it?
After you know your ICP and top competitors. Before writing any messaging.
What will you achieve?
One positioning statement approved by product, marketing, and sales.
Workshop flow
How the session unfolds
- 1
- 2
- 3
- 4
- 5
- 6
- 7
Workshop guide
Facilitator playbook
01Prepare· 10 min
Objective
Expected output
Instructions
- · Pin the ICP card.
- · Pin the top-3 alternatives customers actually consider.
02Brainstorm· 15 min
Objective
Expected output
Instructions
- · Each person completes the formula in 2 variations.
03Share· 10 min
Objective
Expected output
Instructions
- · Circle the strongest audience, need, category, and benefit across drafts.
04Group· 10 min
Objective
Expected output
Instructions
- · Combine into 2–3 finalist statements.
05Discuss· 15 min
Objective
Expected output
Instructions
- · Would the target actually recognise themselves?
- · Is the category one they already shop in?
- · Is the benefit meaningfully different from the alternatives?
06Vote· 5 min
Objective
Expected output
Instructions
- · Product, marketing, sales each get one veto.
07Wrap-up· 10 min
Objective
Expected output
Instructions
- · Note who this excludes and what we're trading off.
Practice exercise
Apply it now
Practice worksheet
Positioning Statement
Use the classic formula. Each blank should be defensible.
Your answers live in your browser during this session. Saving to your project is coming soon.
Completed example
What good looks like
Completed example
Volvo
Statement
"For upscale American families, Volvo is the family automobile that offers maximum safety."
Why it works
- · Named audience.
- · A category buyers already shop.
- · One benefit — owned for 40 years.
Best practices
Do this, avoid that
Do
- Name a category the buyer already uses.
- The benefit must be verifiable, not aspirational.
- Explicit trade-offs make positioning credible.
Avoid
- Positioning to "everyone" who "wants better X".
- Inventing a category no one searches for.
- Copying a competitor's benefit with a synonym.
Deliverables
What participants leave with
- One positioning statement
- Named trade-offs (who we're not for, what we don't do)
Continue learning
Where to go next
Related frameworks
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