Product Positioning

Product positioning is what makes your product or service unique and different, compared to other alternatives your target audience already knows. A focused, well-defined internal positioning can set your product on the path to success. Cohesive internal positioning is not only about product at your organization; it permeates everything you do.

This is a product positioning template that can help you design and define what makes your offering unique that you can easily share within your organization to get everyone on the same page.

This template originally comes from Positioning Your Startup is Vital — Here’s How to Nail It, by Arielle Jackson, formerly of Google and Square.

How to use this template with your team

Before you begin

  • Materials needed: Pens and paper
  • Necessary people: Head of marketing, CEO
  • Time: 30 minutes

Exercise

  • Show the template to your teammates and explain how it works
  • Run through the below examples
  • Have your team each fill in the blanks of the template in their own words by writing down their answers on a sheet of people. Give everyone 5 minutes to
  • Go around and have each person share their positioning statement
  • Collect each sheet of paper and write up the statements to share in your internal documentation system
  • Combine your favorites part of each one of your team’s positioning statement, decide on a final statement, and share it internally with your organization

Examples

Harley Davidson

The only motorcycle manufacturer
That makes big, loud motorcycles
For macho guys (and “macho wannabes”)
Mostly in the United States
Who want to join a gang of cowboys
In an era of decreasing personal freedom.

Amazon

For World Wide Web users
Who enjoy books,
Amazon is a retail bookseller
That provides instant access to over 1.1 million books.
Unlike traditional book retailers,
Amazon provides a combination of extraordinary convenience, low prices and comprehensive selection.

Gmail

For Google users
Who get a ton of mail,
Gmail is a free webmail service
That lets you search rather than sort.
Unlike other webmail providers
Gmail give you 1 GB of storage so you never have to delete a message again.

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