Positioning
Map competitor positioning by promise and proof
A positioning map template for audience, promise, proof, tradeoff, and whitespace.
Best for
Use this when you need the research to stay organized
Clarifying what your company should say differently and why.
Template structure
Copy these sections into your research doc
Describe each competitor by audience and promise
How each competitor appears from the outside.
- Audience
- Problem
- Promise
- Proof
- Tradeoff
Find the claims everyone repeats
The common stories everyone is telling.
- Repeated claim
- Repeated proof
- Ignored objection
- Overused category frame
Write positioning options you can test
Potential spaces for your own company.
- Position idea
- Evidence
- Risk
- How to test
Checklist
Check this before you share the work
- Positioning options are specific enough to reject.
- Whitespace is described as less visible unless proven open.
- The output names tradeoffs.
- Customer language is not replaced by fancy category words.
What you should do next
Fill it with sources, not guesses
Start with one competitor, paste source notes into the fields, and then use the related prompt to turn the notes into analysis.