# 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.

Canonical: https://learn.significanthobbies.com/curriculum/drills/draft-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.

## The mechanism

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.

## Expected evidence

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

## Hints

- Specific target > broad target.
- The differentiator must be testable.

## Sources and practice

- [April Dunford — Everything You Know About Positioning Is Wrong](https://www.aprildunford.com/post/everything-you-know-about-positioning-is-wrong)
- [Study Positioning](https://learn.significanthobbies.com/curriculum/concepts/positioning)
- [Try the interactive drill](https://learn.significanthobbies.com/drills/draft-positioning-statement)
- [All practice briefs](https://learn.significanthobbies.com/curriculum/drills/)