You know who your customer is, what situation they’re in and what alternatives they have.
Now you need to answer: Why should they see your offer as the right choice?
What is this toolkit about?
The Positioning Canvas helps you define how you want your offer to be understood in the customer’s mind.
You’ll clarify:
- Who you’re for
- What problem you solve
- What outcome you create
- What alternatives customers have
- What makes your approach relevant
- How you want to be perceived
The goal isn’t to say you’re better than everyone else. It’s to make it clear where your offer fits and who it’s for.
What problem does it solve?
Without clear positioning, your offer can sound like everything else like: I help businesses grow.
The customer is left wondering: “Why this? Why you? Why now?”
Positioning gives your offer a clear place in the customer’s decision.
When should I use it?
Use this toolkit when you understand your customer and their alternatives, but need to decide how your offer should be positioned.
What will I have when I'm done with the toolkit?
A Positioning Canvas showing:
- Target customer
- Customer problem
- Desired outcome
- Relevant alternatives
- Your position
- Core positioning idea
How to use it
1. Start With the Customer
Who are you positioning for?
2. Define the Problem and Outcome
What do they need and want?
3. Review the Alternatives
What are they comparing you with?
4. Define Your Position
What should they understand about your offer?
Don’t try to appeal to everyone. Clear positioning makes the right customers recognise themselves.
Evunn Action Points (Recommended)
The Toolkit
Positioning Canvas Notion Template
Use the template to define a clear position for your offer in the customer’s mind.
Open the Positioning Canvas Toolkit below.
Your Completed Output after using the Toolkit
Save your:
- Positioning Canvas
The strategic position you want your offer to occupy. - Positioning Statement
A simple expression of who the offer is for, what it does and why it matters.
What’s Next? Differentiation
Your position tells customers where you fit.
Next, you’ll answer: “What makes this offer meaningfully different from the alternatives?”