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45 lines
1.4 KiB
Markdown
45 lines
1.4 KiB
Markdown
# Module 20 — Positioning
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> **Frameworks:** Dunford *Obviously Awesome* · Moore crossing-the-chasm template ·
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> Jobs-to-be-done lens
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>
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> **Goal:** Define the brand's competitive frame — who it's for, what category it
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> competes in, what it does uniquely, and why that matters to the target client.
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> Output is the raw material for a positioning statement the brand can act on.
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---
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## Raw
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<!-- Verbatim quotes and examples. Record exact language. -->
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### Who is the target client? (role, company type, situation)
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### What category does the brand compete in? (how clients currently solve this problem)
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### What makes the brand different from alternatives in that category?
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### What does the target client care about most? (the value they get that others can't match)
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### Competitive alternatives named by the founder (include "do nothing" / "hire in-house")
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### Phrases or metaphors the founder uses naturally to describe what they do
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---
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## Synthesis
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### Positioning statement draft (Dunford template)
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> For **[target client]** who **[situation / JTBD]**, **[brand name]** is the
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> **[category]** that **[unique value]**. Unlike **[alternatives]**, we
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> **[key differentiator]**.
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### Alternative framings (vary the category or the differentiator)
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1.
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2. ### White-space hypothesis (what no competitor is claiming that this brand could own)
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### Open questions / ambiguities
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### Tensions with Module 10 Why (flag any contradictions for Module 90 reconciliation)
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