Positioning statement

Geoffrey Moore framework: for whom → category → benefit → difference — ready statement

For whom (target audience)

Their problem/need

Product name

Category (what it is)

Key benefit

Unlike (competitor/alternative)

Our difference

Statement

For [audience] who [problem], [product] is a [category] that delivers [benefit]. Unlike [competitor], we [difference].

Check the statement: could a competitor say the same? If so — sharpen the difference. One statement = one audience = one benefit; 'for everyone about everything' doesn't work. Use as the base for your site hero, pitches and ads.