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Positioning statement

Compare two positions for the same current product and remove claims you cannot yet support.

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Start with what you know. Leave the rest open until you have evidence.

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Who is it for, and in what situation?

Name the role, workflow and trigger with evidence references. Keep inferred needs separate from reported ones.

Example

Account managers transferring active clients. Source for current need: [note/date] or unknown.

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What would they use instead?

Name the actual alternative, including manual work or doing nothing. Do not assume a competitor is the alternative without checking.

Example

A shared document and chat reminder, reported in [note/date]. Whether they considered other products is unknown.

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What does your product support now?

Use the same inspected capabilities for both hypotheses. Include limits and a date; omit roadmap promises.

Example

Current version stores a handoff owner and checklist. Inspection: [date]. It does not manage the whole project.

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Write positioning hypothesis A

Combine customer, market context, supported promise and relevant difference. Explain what buyers would reasonably expect from this category.

Example

For account managers changing client ownership, a handoff checklist keeps the transfer steps and owner in one record.

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Write positioning hypothesis B

Try a meaningfully different context for the same product. Avoid adding features to make the second position work.

Example

For agency operations leads, a transition record makes the current owner and agreed handoff steps visible. Broader reporting is not included.

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Which claims have proof, and which need narrowing?

Tie differences and value claims to dated sources. Separate observed behavior, reported outcomes and inferred benefits.

Example

One record is an inspected capability. Saves hours is unsupported; replace it with stores the owner and checklist together.

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What could make both positions wrong?

Record contrary observations, missing capabilities and unknown buying behavior. A comprehensible claim is not proof of willingness to pay.

Example

Users may need a staffing decision rather than another tool. Purchase authority and willingness to switch are unknown.

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Which hypothesis will you check?

Choose A, B or neither, then a relevant person, an unaided question, an owner/date and a finding that would reopen the decision.

Example

Check A. Ask a relevant user what it does and what they would compare it with before explaining. Reopen if they expect unsupported project planning.

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