Positioning Statement

Marketing term from Crossing The Chasm

• For ___ (target customers)
• Who are dissatisfied with ___ (current market alternative),
• Our product is a ___ (new product category)
• That provides ___ (key problem-solving capability).
• Unlike ___ (the product alternative), (existing alternative)
• We have assembled ___ (key Whole Product features to maximize fit for specific target Market Segment) (Product Market Fit)

See Obviously Awesome.

Rather different: Al Ries and Jack Trout's book Positioning: The Battle For Your Mind ISBN:0071373586.

• http://ries.com/articles-positioningera.php That's why if you have a truly new product, it's often better to tell the prospect what the product is not, rather than what it is.