Most positioning projects start wrong: a catchy slogan, a "unique" USP, and visuals that "will land."
The result is phrases that do not hold the product, explain the price, or help the team make consistent decisions. I work differently: positioning is a hypothesis about how clients understand you and why they return, tied to product architecture and economics, not a slide deck.
What positioning is not
- Not a slogan. Taglines come after the system is clear.
- Not visual identity. Style grows from character and messages.
- Not marketing strategy. Positioning logically precedes channels and funnel.
- Not a final wall document. It remains a hypothesis validated in sales.
What it is in practice
Positioning is perception after contact: what people think, how they retell you, when they remember you, and why they pay. I hold five questions: who, pain, how, value, why us.
Marketing, product, and brand are one entity for me. Splitting them breaks the link between promise and experience.
Four steps I use
- Surface real differentiators, process and principles, not slides.
- Differentiate at the core, verifiable "only we who…"
- Find who cares, segment by value, risk, and economics.
- Say it in the client's language, no internal jargon.
Unlike a presentation platform. I build testable hypotheses, product ladder, interviews, and economics, otherwise the platform only serves reporting, not growth.
