# How to Write a Positioning Statement (Examples + Template)

> The Moore formula, April Dunford's fix for it, real B2B SaaS examples with sources, and a free fill-in template you can copy.

- Source: https://calven.ai/resources/product-marketing/how-to-write-a-positioning-statement
- Author: David Kolinek
- Published: 2026-07-02
- Last updated: 2026-07-02
- Tags: positioning, messaging, product marketing, PMM, positioning statement

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The fill-in-the-blank positioning formula every listicle hands you is the easiest thing in product marketing to complete, and the easiest to complete wrong. Each blank hides one of the hardest strategic decisions a company makes, dressed up as a form field. Fill them in on autopilot and you haven't written positioning. You've written a sentence that sounds like it and commits you to nothing. Below is the method that gets the order right, real B2B SaaS examples with their sources labeled, and a template you can copy.

## What is a positioning statement?

A positioning statement is an internal strategic decision written down in one paragraph: who a product is for, what category it belongs to, and why it wins against the alternative a buyer would otherwise choose. It is the source document every piece of external messaging draws from, not the homepage headline, the tagline, or customer-facing copy. [Positioning and messaging](/resources/product-marketing/what-is-product-marketing) is the core judgment call of the discipline.

Most people meet it through one canonical format, from Geoffrey Moore's _Crossing the Chasm_:

> For **(target customer)** who **(need or opportunity)**, the **(product)** is a **(category)** that **(key benefit)**. Unlike **(primary alternative)**, our product **(differentiator)**.

Writers call this the positioning "madlib." The structure is useful: it forces a single target, a single category, a single differentiator, more discipline than most teams apply on their own. What it does not do is help you make the judgment about what goes in each blank.

The positioning statement gets confused with three cousins: the value proposition, the tagline, and the mission statement. All four get used interchangeably, and several of the pages ranking for this query get them wrong, calling a mission statement a positioning statement. The distinction worth drawing is audience and job.

| Artifact | Audience | Job | Example shape |
|---|---|---|---|
| Positioning statement | Internal | The strategic decision: who it's for, the category, why you win vs. the alternative | "For [X] who [need], [product] is the [category] that [benefit]. Unlike [alternative], it [differentiator]." |
| Value proposition | External | The customer-facing promise of value; a headline claim | "Close more deals with the #1 revenue AI." |
| Tagline | External | A short, memorable brand phrase | "Just Do It." |
| Mission statement | Internal / external | The company's reason for existing, beyond any product | "To make the world more inbound." |

A mission statement sitting in the positioning slot means no positioning decision was ever made.

## Why the fill-in-the-blank formula fails as a discovery tool

The formula is a fine way to record a decision and a dangerous way to reach one. April Dunford, whose book on positioning is the closest thing the discipline has to a standard reference, is blunt about the exercise: she thinks it is _"not only pointless but potentially dangerous."_

> The exercise assumes that there is only one answer for each of the blanks. You simply "know" what it is.
>
> — April Dunford, Author, Obviously Awesome

You usually don't. Most products could sit in more than one category, compete against more than one alternative, and deliver different value to different segments. The blanks aren't fields to fill with the obvious answer. They _are_ the strategy. Dunford's method replaces the guessing with an ordered set of components: the competitive alternatives, the unique attributes the alternatives lack, the value those create, the segment that cares most, and last the market category that makes all of it obvious.

**Further reading:** [Obviously Awesome: How to Nail Product Positioning — April Dunford](https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005) (Book)

The definitive playbook on B2B positioning, and the source of the five-component method this piece is built on.

## How to write a positioning statement, step by step

Write the statement last. Run Dunford's discovery in order, then pour the answers into Moore's structure.

1. **List the real competitive alternatives.** What the buyer would genuinely use instead, which for most B2B products is a spreadsheet, a manual process, or doing nothing.
2. **List the attributes those alternatives lack.** The specific capabilities only your product has.
3. **Translate each attribute into value.** The outcome it produces. An attribute nobody values is trivia, not a differentiator.
4. **Identify who cares most.** The segment that gets the most value fastest: your fastest-closing, best-renewing accounts, not the hardest sells you wish you could win.
5. **Choose the category that makes your strengths obvious** without handing you an unwinnable incumbent fight. Call yourself a database and you're compared to Oracle. Call yourself an embeddable database for mobile and the field clears.
6. **Then fill in the formula.** Now the blanks have earned answers. The fill-in template below has a prompt and a quality check under each one.

Discovery is the part no tool does for you. AI drafts and monitors faster than any small team, but [the judgment of what a product uniquely delivers](/resources/ai-for-pmm/how-ai-is-changing-product-marketing) is yours to earn.

**Free template:** [Positioning Statement Template](https://docs.google.com/document/d/1rCyM3z77gwcbWX8P69W6DmF09DnuRK66Do2-AgG8Wsg/edit?usp=sharing)

The Moore skeleton, a prompt and a quality check under every blank, the discovery steps, and the mistakes to avoid.

## Real positioning statement examples (with sources)

No company publishes its internal positioning statement. It's a strategic document, not marketing copy. What you *can* find, and learn far more from, are documented cases where a named authority walks through the positioning decision itself: the move from a weak position to one that wins. Here are three, each sourced, each demonstrating one of the five decisions from the method above.

| Company | The positioning move | What it teaches |
|---|---|---|
| [Help Scout](https://creators.spotify.com/pod/profile/april-dunford/episodes/Help-Scouts-CEO-Nick-Francis-Shares-the-Evolution-of-Their-Positioning-e27b4lm) | Reframing customer support from a cost center to a growth driver | Choosing your frame of reference |
| [Janna Systems](https://www.aprildunford.com/post/a-quickstart-guide-to-positioning) | From "enterprise CRM," up against Siebel, to "CRM for investment banks" (later acquired by Siebel) | Narrowing the segment to win |
| [Dunford's embeddable database](https://www.aprildunford.com/post/a-quickstart-guide-to-positioning) | From "database," measured against Oracle, to "embeddable database for mobile" | Your category picks your competitors |

All three come from April Dunford, either her own case or one she has documented. Notice what they are: not clever sentences but *decisions*. A frame, a segment, a category, which the Moore formula records only after the work is done. Poured into that formula, the Help Scout decision reads:

> For **support teams** who **are treated as a cost center**, **Help Scout** is the **help desk** that **turns support into a driver of growth and retention**. Unlike **ticket-first tools built for deflection**, it **is built around human conversations**.

That's a reconstruction, shown to make the finished shape concrete. Help Scout has never published it verbatim, and neither has anyone else on this list. Which is the point. The statement is the last, easy step. The decision underneath it is the work.

## Common positioning statement mistakes

Most bad positioning fails in predictable ways: putting the wrong artifact in the positioning slot, a tagline or a mission statement; targeting everyone, so the value lands with no one; stacking five differentiators where the formula allows one, which ranks none; and picking a category with a fatal incumbent (the Oracle trap). But the costliest mistake is the first move, not the last: starting from the blanks and treating the formula as discovery.

> "We save time" isn't a position; it's a placeholder.
>
> — April Dunford, Author, Obviously Awesome

## How often should you update your positioning? (positioning is never "one and done")

As often as your product, your competitors, and your market change, which is to say continuously. You can't see a company's internal statement, but you *can* watch its positioning move in public, on the homepages of companies everyone knows. Six, captured mid-2026:

| Company | Live positioning line (mid-2026) | What moved |
|---|---|---|
| Gong | "#1 AI OS for Revenue Teams" | Category creation, from conversation intelligence to "Revenue AI OS" |
| [HubSpot](https://www.hubspot.com/) | "HubSpot Agentic Customer Platform" | Inbound marketing → CRM → customer platform → agentic |
| [Jira](https://www.atlassian.com/software/jira) | "Project Management for the AI Era" | Same category, new "why now" |
| [Notion](https://www.notion.com/) | "Where teams and agents think together" | Re-anchoring the workspace around agents |
| [Slack](https://slack.com/) | "All your people and AI agents working together" | Drift: 2019's "collaboration hub" still gets quoted |
| [Figma](https://www.figma.com/) | "The intelligent canvas for infinite creativity" | Expanding the category beyond "design tool" |

These are taglines, not positioning statements. They're the public expression of a positioning decision, not the decision itself. But read each against what the company used to say and the drift is unmistakable. If their positioning moved this much, yours did too. Dunford makes the point directly: positioning is [never "one and done"](https://businessofsoftware.org/2026/02/why-positioning-is-never-one-and-done-key-lessons-from-april-dunfords-bos-ama/).

Keeping it current is the job the [Positioning Agent](/platform/messaging#positioning) Calven is building is meant to take on: maintaining positioning as a living document, assembled from your ICP, personas, competitive intelligence, and market research, and flagging itself for review when those inputs shift. That agent isn't shipped yet. But positioning that isn't maintained doesn't stay neutral. It turns into a statement that actively misleads your own sellers.

The formula was never the hard part. The hard part is the five decisions underneath it: the alternative, the attributes, the value, the segment, and the category. When you're ready to write yours down, copy the template above and work through it, one earned answer at a time.