Positioning defines how your product is the best in the world at delivering some value that a well-defined set of customers care a lot about.
The core insight: Positioning is not messaging. It's not your tagline. It's the fundamental strategic decision about how you win in the market — what you compete against, how you're different, what value only you can deliver, and who cares most about that value.
When positioning is weak:
Prospects don't understand what you are on first contact
Sales calls require 3+ meetings before "the light comes on"
You win deals but customers churn because expectations didn't match reality
Different teams (sales, marketing, product) tell different stories
When positioning is strong:
It feels obvious — "of course that's what it is"
Qualified prospects immediately understand why they should care
Your differentiated value is clear against alternatives
Everyone in the company tells the same story
Credit: This framework comes from April Dunford, author of Obviously Awesome and Sales Pitch, who has positioned over 200 B2B tech companies.