Briefs · product
Positioning Statement Workshop
Nail what you are, who it is for, and why it wins — à la April Dunford.
You walk away with
A sharp positioning statement: category, best-fit buyer, alternatives, unique value.
Decidi convenes
🧩 The Positioning Expert✨ The Brand Strategist🫀 The Customer Psychologist🙋 The End-User Advocate✍️ The Copywriter🔀 The Contrarian
Recommended level: Standard — Proven pro models — the everyday default.
What the council debates
Help us sharpen our positioning so the right buyer instantly understands what we are and why we are the obvious choice. PRODUCT: [what it does, in your own words today] WHO BUYS IT: [the best-fit customer — be specific, not "everyone"] WHAT THEY USE INSTEAD: [the real alternative, including "a spreadsheet" or "doing nothing"] WHAT WE DO BETTER: [the capabilities only we have, or do best] THE VALUE THAT MATTERS: [the outcome the best-fit customer actually cares about] Debate: 1. The market category we should compete in — the context that makes our value obvious. 2. Who the genuine best-fit customer is, and who we should stop trying to serve. 3. Whether we are describing features instead of the better outcome they enable. 4. The competitive alternatives and how we frame against them honestly. FINAL SYNTHESIS: - A crisp positioning statement (category + best-fit customer + key differentiated value). - The one association we want to own in the customer's mind. - Two or three headline candidates that express it.
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