12 entries · 10-question category quiz
Positioning & Messaging
Decide who you are for, why they should choose you, and how to express it.
Start with your question
Write a concise positioning statement
Geoffrey Moore's Positioning Statement Framework →
One paragraph defining your customer, value and differentiation.
Work out your differentiated value
April Dunford's 5-Component Positioning Canvas →
A canvas explaining why your product wins with its best-fit customers.
Align your team's copy
Message Architecture (Messaging House) →
A core message, supporting pillars and proof points.
Test whether the message resonates
Message Testing (Message-Market Fit) →
A tested message and a record of buyer feedback.
The complete topic
All 12 entries
Geoffrey Moore's Positioning Statement Framework
Use this when you need a concise positioning statement that aligns your team before writing copy.
April Dunford's 5-Component Positioning Canvas
Use this when you need to connect competitive alternatives, differentiated attributes and customer value.
Jobs-to-be-Done Positioning Framework
Use this when your positioning describes product features but misses the progress customers want to make.
Value Proposition Canvas
Use this when you need to connect what your product offers to a specific customer's jobs, pains and gains.
Message Architecture (Messaging House)
Use this when your team needs a shared message hierarchy for campaigns, sales and product communications.
Dunford's 10-Step Positioning Process
Use this when you need a research and workshop process to arrive at defensible positioning.
Command of the Message
Use this when reps need to connect capabilities and differentiation to the value at stake in a live deal.
Features-Advantages-Benefits (FAB) Ladder
Use this when you need to turn a raw product feature into a benefit a buyer understands.
StoryBrand SB7 Framework
Use this when you need a customer-centred narrative for a homepage, campaign or presentation.
Message Testing (Message-Market Fit)
Use this when you need buyer evidence that a headline or draft message is clear, relevant and differentiated.
Vertical/Segment Messaging via Buying Trigger
Use this when you need to adapt an established core message to different segments without rebuilding positioning.
Andy Raskin's Strategic Narrative Framework
Use this when you need a company narrative that explains a market shift and the stakes for your buyer.
Positioning & Messaging: put it into practice
Ten scenarios to help you choose the right method and recognise when to use it.
10 practical scenarios. Choose an answer, explore the reasoning, and revisit the guide whenever you need.