obviously-awesome

Follow the 5-step process: identify competitive alternatives, list unique attributes, map attributes to customer value, define best-fit customers, and choose a market category. Then summarize in one sentence: For [target], we are the [category] that [key value].

Positioning is the strategic context defining category, alternatives, and differentiation; messaging is the external language derived from it. Do the positioning work first, then derive messaging, or the copy will sound good but fail to resonate.

Interview 15-20 happy existing customers about what they used before you and what they would switch to. Alternatives often include spreadsheets, manual processes, or doing nothing, not just direct competitor products.

Only create a new category when your product genuinely cannot be understood within existing frameworks and you have resources to educate the market. Otherwise compete head-to-head or define a subcategory of an existing market.

This usually signals a wrong or unclear market category, weak differentiation, or a target defined as everyone. Run the quick diagnostic and re-evaluate category choice, unique attributes, and best-fit customer definition.