This template will help you find the right combination of value propositions so you can best position your product against the market. For best results, use it after you've completed the "Best, Better, Only" exercise from section 4.3 of the book.
Many companies try to be all things to all people, but there are a few reasons you should target your marketing efforts. The first is that your solutions will naturally have less competition. As a result, it's easier to establish yourself as a leader in this market segment. Even more important though, is that when a company focuses on a particular market segment, they can do a better job understanding and meeting the needs of the audience they are servicing, and thus position themselves better to win the category.
When to use this template
Use this template after you complete steps 1 through 3 of the "Best, Better, Only" exercise in Chapter 4.3.1
Choosing the right positioning vectors
Use the Best, Better, Only exercise as the basis of comparison with your competition. Select three to five of the best benefits, factors, features, metrics, etc. Ideally, you will have enough ideas in the “Only” category to fill your vectors with things that only your company can do, but if not, you can use ideas from the “Better” area as well.
Plotting your position vs. the alternatives
Once you narrow your ideas down to three to five positioning vectors, compare your company to your competitors. Of course, it's always better to create a new market by focusing on the right niche instead of fighting for market share in an existing market. Even if you can create a new (part of a) market though, we think it is powerful to compare yourself against the other options your audience has, even if it is just to pressure test your assumptions.