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WorkbookPositioning & brand90 minutes

Positioning Workbook

One sentence a stranger understands in five seconds.

Great companies say one thing well. This workbook makes you pick the one thing — and prove it against the alternatives before it hits your site.

Use when

Before you brief a designer or write a landing page.

Time

90 minutes

You walk away with

A one-page positioning statement your whole team quotes from memory.

Interactive workspaceEvery field autosaves to this device.Keep your draft, export it or share it using the tools below.

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01

The four inputs

The category you're in (from the customer's mouth)

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The exact customer

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The one job you do better than anyone else

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What they'd use instead of you

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02

The statement

Copy the sentence. Fill it in. Rewrite until you can say it without reading.

For [ICP] who [trigger], [product] is a [category] that [one value]. Unlike [alternative], we [key difference].

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03

The five tests

Checklist

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04

Rewrite it three times

Draft instructions · Sharpen the positioning

You are April Dunford. Take this positioning statement and return three sharper versions. Rules: keep it under 40 words. Name the alternative. Use plain language a customer would use. No superlatives or technology claims. Statement:

{PASTE_YOUR_STATEMENT_HERE}

Paste into ChatGPT, Claude, or the Aurygine workspace.

Next steps

Keep the momentum.

Give this statement to a designer without losing the voice.

Landing Page Planner

Turn positioning into the first paid landing page.

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