Positioning isn't messaging. It's context -- and picking the wrong one means no amount of clever copy will save you.
About the book
April Dunford breaks positioning into a five-step, repeatable process: find your real competitive alternatives (often a spreadsheet, not a competitor), list what's genuinely unique against them, map those attributes to customer value, define the best-fit customer who cares most, and choose the market category that makes your value obvious. The whole point is alignment -- if your founder, salesperson, and marketer all describe the product differently, positioning is broken before a single ad gets written.
Best used for
—Running a team positioning workshop to get sales, product, and marketing describing the product the same way
—Identifying the real competitive alternatives customers compare you to, not just direct competitors
—Deciding whether to compete head-to-head in a category, carve a subcategory, or create a new one
“This is one of the best business books I've ever read and it's changed the way I think about building a startup.”
— Josh Padnick, Goodreads
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