A Positioning Document is Better Than a Statement

A traditional positioning statement is often too brief and contrived to be truly useful. A much more effective way to capture your positioning is in a detailed document that can be shared and used by the entire organization.

A good positioning document should:

• Break down each component of the positioning: It should clearly articulate your Competitive Alternatives, Unique Attributes, Value (and proof), Target Market Characteristics, and Market Category.
• Show the relationships between the components: It should make it clear how your unique attributes lead to value for your target customers, and how your market category helps to frame that value.
• Provide enough detail to be actionable: It should give each team the information they need to make decisions that are aligned with the positioning.

By creating a comprehensive positioning document, you can ensure that your positioning is not just a high-level concept, but a practical tool that can be used to drive the business forward.

Related Concepts:

• Share Your Positioning Across the Organization
• Use a Positioning Canvas
• Positioning Statements are a Trap