# Positioning

> Naming the problem, the audience, and the alternative you beat.

Canonical: https://learn.significanthobbies.com/curriculum/concepts/positioning

Naming the problem, the audience, and the alternative you beat.

- Difficulty: core
- Tracks: Go-to-Market

## Mental model

Positioning answers two questions: "for whom" and "compared to what alternative." If your statement could just as well describe three of your competitors, you have a description — not positioning.



## Primary sources

- [April Dunford — Everything You Know About Positioning Is Wrong](https://www.aprildunford.com/post/everything-you-know-about-positioning-is-wrong) (article)

## Practice

### Draft a product positioning statement

Write a 2-sentence positioning statement for a product you use, using the form: "For [target] who [need], [product] is the [category] that [unique benefit]. Unlike [competitor], it [differentiator]." Then write a worse version and explain why yours is sharper.

**Expected evidence:** Two positioning statements (good + worse) + a one-line critique of the worse one.

## Review prompts

- Your positioning statement is completely true. Why might it still be worthless?

## Build evidence

- **Synthesize: Application Engineering** — Turn backend, client, UX, real-time, interactive, analytics, and distribution skills into one complete product. Produce one working system, benchmark, or evidence-backed design that integrates the path.

## Prerequisites

- None assigned.

## Related concepts

- [Landing Pages](https://learn.significanthobbies.com/curriculum/concepts/landing-pages)

## Learning paths

- [12-Week Application Engineering](https://learn.significanthobbies.com/curriculum/roadmaps/application-engineering-12w)