marketing
Positioning Canvas
Single-sentence positioning that beats 'we do quality work.'
4-6 hours of clear thinking. Iterate over 2-3 weeks.
What it is
Framework for articulating positioning in one sentence: who you serve, what you do for them, why you're better.
When to use it
When your homepage says nothing. When customers can't repeat your pitch. When you keep losing to 'specialists.'
How it works
- 1.Who: specific ICP (industry, size, role)
- 2.What: specific outcome they get
- 3.Why: specific reason you do it better than alternatives
- 4.Combine into one sentence; test on 5 customers
Outcome
Marketing clarity that ripples through homepage, sales pitch, content, hiring. Conversion lifts 30-50% on website alone.