positioning-canvas
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ChinesePositioning Canvas
定位画布
What It Is
什么是定位画布
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.
定位是明确你的产品如何在为特定核心客户群体提供其高度关注的价值方面做到全球最佳。
核心见解： 定位不是话术，也不是标语。它是关于你如何在市场中取胜的根本性战略决策——包括你与谁竞争、你的差异化点是什么、只有你能提供的价值是什么，以及谁最看重这些价值。
当定位薄弱时：
- 潜在客户在首次接触时无法理解你的产品定位
- 销售沟通需要3次以上的会议才能让客户明白
- 你能赢得订单，但客户会因预期与现实不符而流失
- 不同团队（销售、营销、产品）传递的信息不一致
当定位强劲时：
- 它看起来理所当然——「显然就该是这样」
- 合格的潜在客户能立刻明白他们为何要关注你
- 相较于竞品，你的差异化价值清晰可见
- 公司内部所有人传递的信息保持一致
致谢： 该框架来自April Dunford，她是《Obviously Awesome》和《Sales Pitch》的作者，曾为200多家B2B科技公司做过定位。
When to Use It
何时使用
Use Positioning Canvas when you need to:
- Define or refine how you compete — who are the real alternatives?
- Articulate differentiated value — why pick you over everything else?
- Identify your best-fit customers — who cares most about your value?
- Choose or validate your market category — what context makes your value obvious?
- Align your team — get sales, marketing, product, and leadership on the same page
- Build a sales pitch — translate positioning into a story that wins deals
- Reposition after market changes — your product evolved, competition shifted, or customers changed
在以下场景中使用定位画布：
- 定义或优化竞争策略——真正的竞品是谁？
- 阐述差异化价值——客户为何要放弃其他选择而选你？
- 识别最佳适配客户——谁最看重你的价值？
- 选择或验证市场品类——在什么语境下你的价值会显得理所当然？
- 对齐团队认知——让销售、营销、产品和领导层达成共识
- 构建销售话术——将定位转化为能赢得订单的故事
- 市场变化后重新定位——你的产品迭代了、竞争格局变了，或者客户群体发生了变化
When Not to Use It
何时不使用
- You're pre-product-market-fit — Keep positioning loose until you see patterns in who loves you and why.
- You want to validate a hypothesis — Positioning captures what's true today based on evidence.
- You're only focused on messaging — Positioning is an input to messaging, not messaging itself.
- 尚未达成产品-市场匹配——在你发现明确的客户喜爱模式和原因之前，保持定位灵活。
- 你想要验证假设——定位是基于现有证据捕捉当下的真实情况。
- 仅关注话术设计——定位是话术的输入，而非话术本身。
Resources
资源
Books:
- Obviously Awesome by April Dunford
- Sales Pitch by April Dunford
- Positioning: The Battle for Your Mind by Al Ries and Jack Trout
书籍：
- 《Obviously Awesome》（April Dunford 著）
- 《Sales Pitch》（April Dunford 著）
- 《Positioning: The Battle for Your Mind》（Al Ries & Jack Trout 著）