CMO · Template · Beginner · Saves 10+ hours
Positioning Statement Generator
A simple but powerful template for crafting positioning statements that pass the "so what" test. Includes multiple frameworks and 50+ examples from successful B2B companies.
What's included
- Classic Positioning Template - "For [target], [company] is the [category] that [key benefit] because [reason to believe]"
- Alternative Frameworks - 5 different positioning statement structures for different contexts
- Example Library - 50+ real positioning statements from companies like
- Slack, Notion, Figma (product positioning)
- Salesforce, HubSpot (platform positioning)
- Gong, Chorus (category creation positioning)
- Validation Criteria - 10 tests your positioning must pass
- Iteration Worksheet - Process for refining positioning through feedback
Best used when
- Quick positioning exercise
- New hire orientation
- Product launch prep
- Pitch deck development
- Website copy foundation
Why this is Gold
The examples make the difference. Instead of staring at a blank template, you see how successful companies solved the same challenge. The validation criteria ensure you don't ship weak positioning.
The template
The Template
FRAMEWORK 1: CLASSIC POSITIONING STATEMENT
Template:
For [TARGET AUDIENCE] who [NEED/PAIN POINT], [COMPANY NAME] is the [CATEGORY] that [KEY BENEFIT] because [REASON TO BELIEVE]. Unlike [ALTERNATIVES], we [KEY DIFFERENTIATOR].
Fill In:
- Target Audience: _______________________________________________
- Need/Pain Point: _______________________________________________
- Company Name: _______________________________________________
- Category: _______________________________________________
- Key Benefit: _______________________________________________
- Reason to Believe: _______________________________________________
- Alternatives: _______________________________________________
- Key Differentiator: _______________________________________________
Your Statement:
FRAMEWORK 2: PROBLEM-AGITATION-SOLUTION
Template:
[TARGET AUDIENCE] struggles with [PROBLEM]. This leads to [CONSEQUENCES]. [COMPANY] is the [CATEGORY] that [SOLUTION], giving them [OUTCOME].
Fill In:
- Target Audience: _______________________________________________
- Problem: _______________________________________________
- Consequences: _______________________________________________
- Company: _______________________________________________
- Category: _______________________________________________
- Solution: _______________________________________________
- Outcome: _______________________________________________
Your Statement:
FRAMEWORK 3: BEFORE-AFTER-BRIDGE
Template:
Before [COMPANY], [TARGET AUDIENCE] had to [OLD WAY]. Now, with [COMPANY], they can [NEW WAY], resulting in [TRANSFORMATION].
Fill In:
- Company: _______________________________________________
- Target Audience: _______________________________________________
- Old Way: _______________________________________________
- New Way: _______________________________________________
- Transformation: _______________________________________________
Your Statement:
FRAMEWORK 4: CATEGORY CREATION
Template:
The world has changed: [MARKET SHIFT]. [OLD CATEGORY] was built for the old world. [COMPANY] is the [NEW CATEGORY] that [UNIQUE APPROACH] for [TARGET AUDIENCE] who need [OUTCOME].
Fill In:
- Market Shift: _______________________________________________
- Old Category: _______________________________________________
- Company: _______________________________________________
- New Category: _______________________________________________
- Unique Approach: _______________________________________________
- Target Audience: _______________________________________________
- Outcome: _______________________________________________
Your Statement:
FRAMEWORK 5: SIMPLE VALUE PROP
Template:
[COMPANY] helps [WHO] [DO WHAT] so they can [ACHIEVE RESULT].
Fill In:
- Company: _______________________________________________
- Who: _______________________________________________
- Do What: _______________________________________________
- Achieve Result: _______________________________________________
Your Statement:
POSITIONING VALIDATION CHECKLIST
Score your positioning (1-5):
| Criteria | Score | Notes |
|---|---|---|
| 1. Specific - Is the target audience clearly defined? | /5 | |
| 2. Relevant - Does it address a real pain point? | /5 | |
| 3. Differentiated - Is it clearly distinct from alternatives? | /5 | |
| 4. Credible - Can you actually deliver on this promise? | /5 | |
| 5. Simple - Can it be understood in one read? | /5 | |
| 6. Memorable - Will people remember it? | /5 | |
| 7. Ownable - Could a competitor say the same thing? | /5 | |
| 8. Scalable - Does it work as you grow? | /5 | |
| 9. Actionable - Can you build campaigns from it? | /5 | |
| 10. True - Does it reflect who you actually are? | /5 | |
| TOTAL | /50 |
Scoring:
- 40-50: Strong positioning, ready to deploy
- 30-39: Good foundation, strengthen weak areas
- 20-29: Needs significant work
- Below 20: Start over with deeper research
ELEVATOR PITCH VERSIONS
10-Second Version:
30-Second Version:
60-Second Version:
ITERATION WORKSHEET
Test your positioning with 3-5 target customers:
| Tester | Role | Feedback | Changes Needed |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 | |||
| 4 | |||
| 5 |
Revised Positioning After Feedback:
Frequently asked questions
What is the Positioning Statement Generator?
A simple but powerful template for crafting positioning statements that pass the "so what" test. Includes multiple frameworks and 50+ examples from successful B2B companies.
Who is the Positioning Statement Generator for?
It is built for CMOs and their teams working on Brand & Positioning. The AI coach adapts it to your company, stage, and goals.
How long does the Positioning Statement Generator take to use?
It saves roughly 10+ hours versus building from scratch. Our AI coach can tailor the template to your situation in minutes, then hand you a step-by-step plan.
Is the Positioning Statement Generator free?
Yes. You can read the full template and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Positioning Statement Generator?
The coach teaches you the framework, asks a few questions about your business, tailors the template to you, and gives you measurable next steps to execute.