Positioning & Value Proposition

Summary

Positioning defines how your product is perceived relative to alternatives; the value proposition states the specific benefit a customer gets and why it beats the alternatives — the foundation every piece of messaging builds on.

• 1Write a one-sentence positioning statement for a product idea ('For [who], [product] is the [category] that [benefit], unlike [alternative]').
• 2Critique the homepage headline of 3 products you use through this lens.
• 3Notice how positioning shapes which channels and messages make sense.