Positioning Statement
A short, structured paragraph that captures who you serve, what you do, and why you win.
What it is
A positioning statement = the internal compass that aligns every team member on what to say. It's for you, not the homepage. The homepage is the output.
Classic template
For [target buyer] who [job to be done], [product name] is the [category] that [key benefit]. Unlike [primary alternative], we [primary differentiation].
Why it matters
Without a positioning statement, every team writes their own. Marketing says one thing. Sales says another. Product says a third. Confusion reaches the buyer.
How to test yours
Read it aloud to a senior customer. Can they explain back what you do? If yes, ship it. If no, rewrite.
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