Positioning framework

Lenny Rachitsky

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April Dunford

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Positioning framework

Breaking positioning up isn’t hard because we generally agree on the components.

These are, in essence, the blanks in the positioning statement. The components are:

  1. Competitive Alternatives
  2. Differentiated “Features” or “Capabilities”
  3. Value for customers
  4. Target Customer Segmentation
  5. Market Category

Easy. Now, all we have to do is figure out how to get the best answer for each component. Here’s where things get a little tricky [...]

Eventually, Clayton Christensen solved this problem for me. I was reading everything I could get my hands on about Jobs To Be Done theory, and I had the realization that the starting point had to be competitive alternatives. If it wasn’t, what we ended up with was positioning that sounded good in the office, but it didn’t work with customers because it wasn’t differentiated. The flow has to look like this.

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