This article outlines essential decisions to make before starting a positioning exercise, such as determining the timing, target audience, and specific product to position. It emphasizes the importance of clarity to avoid confusion and rework during the process.

The article outlines 15 impactful positioning and messaging strategies that will remain effective in 2026. Key tactics include emphasizing what you don’t do, personalizing your brand’s villain, and making your product sound smaller and more specific to connect with niche buyers.

Many founders struggle to clearly articulate their product or service, which can hinder effective communication and marketing. A new framework developed from extensive experience with B2B software companies aims to eliminate ambiguity and provide a straightforward method for defining positioning, making it easier for teams to convey their value without relying on the original creators of the framework. The post highlights the importance of clarity in messaging and offers practical insights to help businesses refine their pitches.