The learning collection
Make the choices behind the words.
Start here if you’re a founder, a product marketer, or a small software team trying to explain what makes your product worth choosing.
016 min read ↗023 min read ↗034 min read ↗
Practical guide
Write a positioning statement you can test
Make the audience, alternative and value decisions before you fill the blanks.
The essentials
Positioning, value proposition, or tagline?
Three different jobs. One worked example to make the distinction clear.
Worked example
From a rough software idea to a clear message
Follow a fictional bug handoff tool from broad idea to draft and homepage copy.
Learn by taking an example apart.
See how audience, alternatives and differentiation fit together in fictional exercises and sourced brand analysis.
Browse the annotated examples →Already have your decisions?
Bring them into a free worksheet and make a draft you can share with your team.
Open the free builder