Positioning

How and when to use this phase

This phase should be reviewed periodically to ensure the business continues to make sense to the right people, for the right reasons. A regular review helps ensure the category logic, audience fit, and messaging remain clear.

Schedule a dedicated time block annually to revisit this phase, and return to it sooner if the business introduces new products, enters new markets, or begins attracting misaligned demand.

Positioning should be revisited:

• annually

• when demand feels inconsistent

• when the business begins attracting the wrong customers

• when expanding into new markets or product categories

• when marketing feels difficult to explain

Positioning should remain stable enough to build recognition, but flexible enough to evolve as the business grows.

Step by step process:

Step 1: Define the Business

This step clarifies how the business should be recognised. If people cannot easily place the business, they may struggle to understand it.

Consider:

• What would a customer call the business in simple terms?

• What other businesses might they compare it to?

Eg.

An online education platform for founders focused on business clarity and operational design.

Customers may compare it to business coaching programs or online courses.

Output:
A simple description of what type of business this is in the mind of the customer.

Step 2: Define the Primary Ideal Audience

Clarify the specific group the business is designed to serve.

Focus on:

• stage of life or business

• motivations

• problems they want solved

• expectations of quality or outcomes

Output:
A clear description of the primary ideal audience.

Step 3: Define the Core Problem

Identify the central problem the business exists to solve. The problem should feel specific and meaningful to the audience.

Output:
A single clear problem statement.

Step 4: Clarify the Approach

Explain how the business solves the problem. This becomes the foundation for differentiation.

This includes:

• philosophy

• method

• delivery model

• product design

Output:
A short description of the business’s approach.

Step 5: Capture the Positioning Statement

Combine the previous steps into a simple positioning statement.

This should include:

• category

• audience

• problem

• approach

Tool used: Positioning One-Pager

Step 6: Pressure Test the Positioning

Before relying on the positioning, test it.

The goal is to identify:

• ambiguity

• overlap with competitors

• confusing category logic

• misalignment with the target audience

Tool used: Positioning Pressure Test