Positioning Statement Generator
What it does. Turns your ICP, alternatives, category, and differentiators into a crisp positioning statement using the April Dunford / Geoffrey Moore template, ready to anchor your homepage, sales deck, and paid creative.
When to use it
Before rewriting a homepage, before a launch, before raising a round, and whenever the team can't agree in one sentence on what you do and why it matters.
What you'll need
- Who the product is for (specific ICP, not "everyone")
- What category you compete in
- The competitive alternatives (including spreadsheets and "doing nothing")
- Your one unique value (the thing only you can credibly claim)
- The proof point that backs the claim
How it works
The generator drafts two statements: the long-form Dunford template (for internal alignment) and the short Moore template (for the homepage hero). Output also includes an alternatives-vs-you grid, a "value & proof" line, and three message hooks for paid creative.
How to read the output
A good positioning statement is specific enough to make some prospects say "not me." If the draft reads like it could describe any startup in your category, tighten the ICP or the differentiator — vague positioning loses to specific positioning every time.
Related tools & playbooks
Pair this with the Persona Builder, the B2B Foundations Playbook,.
FAQ
Should I use the long or short version on the homepage?
Short. The long version is for the team. Homepage visitors give you about three seconds.
How often should positioning change?
Major rewrites every 12–18 months or after a meaningful strategy shift. Constant tweaking signals indecision.
Is this the same as a tagline?
No. Positioning is the strategy; the tagline is the creative output. Get positioning right first.