Instructions
Positioning is a choice about where you compete and how you want to be known relative to alternatives. It's not a marketing tagline — it's a strategic decision about which slice of the market you're aiming at, and what makes you a better fit there than anything else available.
Most early-stage products don't need to be better than incumbents across all dimensions. They need to be meaningfully better for a specific type of user in a specific situation. The positioning exercise forces you to identify that specific advantage and the specific audience it's most valuable for — rather than claiming to be generally better for everyone.
The alternative landscape is often broader than it first appears. Users aren't just choosing between your product and direct competitors. They're also...
