Reference · A1 definitional volume
Positioning
8 terms. How you frame what you sell.
Positioning · 8
- Category Designcategory creation Defining and owning a new market category rather than competing inside an existing one — shaping the frame buyers use to evaluate. C1
- Competitive Positioning How you differentiate against alternatives — not just listing features, but framing why competitors look like compromises. C1
- Jobs to be DoneJTBD A lens for understanding the functional, emotional, and social 'job' a customer hires a product to do. Shifts focus from product features to the underlying progress the customer is trying to make, sharpening positioning and surfacing unmet needs. C1
- Messaging Framework The structured articulation of positioning — specific enough to be useful, flexible enough to adapt across channels and audiences. Carries proof points, differentiation, and urgency. C1
- Positioning The slot you claim in the customer's mental market map — the category you occupy and how you compare. Strong positioning includes proof points, competitive differentiation, and a 'why now'. C1
- Proof Points Evidence (data, customer outcomes, references) that substantiates a claim, so messaging persuades rather than merely asserts. C1
- Value Propositionvalue prop The unique, measurable benefit you deliver and how it differs from the status quo. The promise around which messaging is built. C1
- Why Now The urgency component of positioning — the reason a buyer should act now rather than later. Without it, messaging sounds like every other product in the category. C1