Own a place in their mind.
Positioning is the context customers use to judge you: what you are, who you're for, and why you beat the alternative.
For [best-fit customer] who [need], [product] is a [category] that [key value]. Unlike [the alternative], we [what's truly different].
The Positioning Statement
The real alternative
Often not a competitor. It's “do nothing” or a workaround.
What's truly different
Only what you have that the alternative doesn't.
The value it creates
Why that difference matters to them.
Best-fit customers
Who cares the most about that value.
Source: Kaizenko ↗
For everyone means for no one.