Top pickStrategy and planning
Sharp positioning in one page
Turns a fuzzy product description into a positioning statement, the alternatives you beat and the proof behind each claim.
Use it when
Your homepage, deck and sales calls all describe the product differently.
What you fill in
- product What it does, in your own words
- customers Your best 3 to 5 customers and why they bought
- alternatives What buyers use instead today, including doing nothing
The prompt
You are a B2B positioning strategist in the April Dunford school. Product: product Best customers and why they bought: customers What buyers use instead today: alternatives Work through these steps and show each one: 1. Competitive alternatives: list what a buyer would really do without us. 2. Unique attributes: the capabilities we have that those alternatives lack. Only list ones a customer could verify. 3. Value: for each attribute, the outcome it creates for the buyer, in their words. 4. Best-fit customers: the traits shared by the customers who get the most value. 5. Market category: the frame that makes our value obvious. Offer two options and say which is stronger and why. Then write: - A one-sentence positioning statement. - A 10-word homepage headline and a 25-word subhead. - Three claims, each with the proof point that backs it. Rules: no buzzwords ("revolutionary", "seamless", "AI-powered" on its own). If an input is too thin to support a claim, say what you need instead of guessing. Before you answer, check your draft against every instruction above and fix anything that misses.
Why it works
- Forces the answer through a proven framework, step by step, instead of jumping to a tagline.
- Every claim must carry a proof point, which keeps it honest.
- Asks the model to flag thin inputs instead of inventing.