Positioning statement examples
A positioning statement names the customer, their need, your category, your key value, the main alternative and what you do differently. The common format comes from Geoffrey Moore: For [customer] who [need], [product] is a [category] that [value]. Unlike [alternative], we [difference]. The examples below are illustrative, not real company statements.
Three illustrative examples
Dev tool
For platform teams who need to ship internal tools fast, Acme is an app builder that turns database queries into admin panels. Unlike custom React builds, we ship in hours.
Fintech
For finance leads at seed startups who need clean books, Acme is a bookkeeping service that closes monthly. Unlike spreadsheets, we reconcile every account.
Services
For B2B SaaS founders who need a homepage buyers understand, Boundset is a positioning sprint that ships copy in two weeks. Unlike rewriting in house, we deliver finished copy.
What makes one strong
The alternative is the one buyers actually consider, the difference is something that alternative cannot do, and the value follows from that difference. Dunford’s five part sequence is a reliable way to fill each slot.
Keep it internal
April Dunford argues that a fill-in-the-blank positioning statement is a weak way to do the positioning. It assumes there is only one right answer. The sentence it produces is awkward and rarely used again, and it can make a team feel finished. Make the five decisions first. If you write the statement, it is an internal check, not the copy customers see.
FAQs
Should the positioning statement go on my homepage?
No. Dunford treats positioning as an input to messaging, not as customer-facing copy. Keep the fill-in-the-blank line internal, and write the homepage in buyer language.
How long should it be?
One or two sentences. If it needs more, the choices are not made yet.