Work out what your product is, who it beats, and for whom — so the landing page writes itself and prospects understand you in one sentence. Use when positioning, writing a value proposition, or when nobody understands what you built.
--- name: position-a-product category: business description: >- Work out what your product is, who it beats, and for whom — so the landing page writes itself and prospects understand you in one sentence. Use when positioning, writing a value proposition, or when nobody understands what you built. --- # Position a Product Positioning is not a tagline. It is the answer to "what is this, and why would I pick it over what I do today" — and every piece of copy, pricing decision, and feature argument gets easier once it is settled. Most products are not badly built. They are badly placed, so the buyer has no shelf to put them on. ## The frame Fill these in, in this order. Each one constrains the next. 1. **Competitive alternatives.** What would they use if you vanished? Include spreadsheets, an intern, and doing nothing — those beat more startups than any competitor does. 2. **Unique attributes.** What do you have that the alternatives do not? Features, not benefits, at this stage. Be honest and specific. 3. **Value.** So what? What does each attribute let the customer *do* that they could not before? 4. **Who cares most.** Which customers get outsized value from exactly that? These characteristics define your segment. 5. **Market category.** What context makes your value obvious to that segment? The order matters. Most teams start at 5, pick a category they find flattering, and then have to explain why they belong in it.
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