4 entries · 5 practice questions
Turn positioning into messaging
For PMMs refreshing a message or creating a shared foundation for campaigns and sales.
Ready to test your understanding? Jump to the quiz ↓Your reading path
- 1
April Dunford's 5-Component Positioning Canvas →
Connect differentiated attributes to customer value.
- 2
Message Architecture (Messaging House) →
Build the core message, pillars and proof.
- 3
Features-Advantages-Benefits (FAB) Ladder →
Translate a feature into a buyer outcome.
- 4
Message Testing (Message-Market Fit) →
Validate the message with your intended audience.
Connect it to your work
Bring a real decision to the path.
For each method, name the input you would need and the decision or output it would produce. Explain how that output would help you take the next step.
Put the path into practice
Five scenarios about choosing and connecting the methods you have explored.
5 practical scenarios. Choose an answer, explore the reasoning, and revisit the guide whenever you need.