POSITIONING STATEMENT TEMPLATE (B2B)
ThriveFinity - www.thrivefinity.uk/blog/positioning-statement-template

1. THE SHORT FORMULA
For [target customer] who [need or trigger],
[brand] is the [category] that [key benefit]
because [proof].

2. THE LONG FORMULA (after Geoffrey Moore, Crossing the Chasm)
For [target customer]
who [statement of need or opportunity],
[product or company] is a [category]
that [key benefit].
Unlike [main alternative the buyer would otherwise choose],
we [primary difference, stated so it can be checked].

3. FILL IN THE BLANKS (one line each)
Target customer (role + company type + size):
Trigger (what happens that makes them look for help):
Need (in the buyer's words, from interviews):
Category (the shelf buyers would put you on):
Key benefit (the outcome, not the feature):
Main alternative (incl. doing nothing / in-house / AI tools):
Primary difference (checkable):
Proof (named, dated evidence for the difference):

4. CHECKS BEFORE YOU USE IT
[ ] Two people on the team would fill in "target customer" the same way
[ ] The need is phrased in words buyers actually used
[ ] The category is one buyers already search for or name
[ ] The difference is true today and you can show evidence for it
[ ] Read aloud to 5 recent buyers: they recognise themselves and the alternative
[ ] Sales can say it without a slide

Keep it internal. It guides your homepage headline, deck and sales emails;
it is not itself the tagline.