Use a Positioning Canvas

A positioning canvas is a one-page document that provides a high-level overview of your positioning. It's a great way to share your positioning across the organization in a way that is easy to understand and digest.

A good positioning canvas should include:

• Product name and one-line description: A concise summary of what your product is and what it does.
• Market category: The market that you are competing in.
• A clear mapping of the core positioning components:
  • Competitive Alternatives: What would customers use if your product did not exist?
  • Unique Attributes: What features/capabilities does your product have that the alternatives do not?
  • Value (and proof): What value do those attributes enable for customers?
  • Target Market Characteristics: Who cares a lot about the value you deliver?

The canvas format makes it easy to see the relationships between the different components of your positioning and to ensure that they are all aligned.

Related Concepts:

• Share Your Positioning Across the Organization
• A Positioning Document is Better Than a Statement
• The Five Components of Effective Positioning