Positioning Canvas (Obviously Awesome)

Use it when your messaging feels generic and you need to zero in on why customers should choose you over every alternative.

What is it?

The Positioning Canvas is April Dunford's proven, step-by-step tool for finding, and owning, your product's unique spot in the market.

Instead of generic value props that blend in, it guides you through defining your competitive alternatives, pinpointing the attributes that set you apart, and mapping them to the exact customer segments who care most. You'll clarify industry category, frame your key differentiators, and articulate the core value you deliver. By the end, you emerge with a concise positioning statement that speaks directly to buyers' needs and steers every go-to-market activity, from landing pages to sales decks.

It solves the most common root cause of low conversions and weak product-market fit: unclear positioning that leaves prospects asking “why should I care?”

Why it matters?

you nail positioning, every aspect of your growth engine becomes more efficient , from ad campaigns to sales outreach. Clear differentiators boost conversion rates, shorten sales cycles, and lower churn because customers immediately recognize your unique value. That translates into faster user acquisition, higher average contract values, and a stronger moat against competitors.

How it works

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

List Competitive Alternatives

Identify who customers currently use when they can't use you. Capture direct competitors, manual workarounds, or status-quo solutions.

Define Your Unique Attributes

Brainstorm the features, capabilities, or business model twists only you bring to the table. Be ruthless: focus on what truly differentiates.

Map to Customer Segments

Link each unique attribute to the specific buyer persona or segment that values it most. Avoid one-size-fits-all positioning.

Articulate Value Delivery

For each attribute, spell out the concrete outcome it drives (e.g., saves time, reduces cost, increases revenue). Keep metrics in mind.

Craft Your Positioning Statement

Combine target segment, industry category, key attributes, and value outcomes into a 1–2 sentence narrative that's Obviously Awesome.

Test and Iterate

Run quick messaging experiments (ads, emails, landing pages) to see which statements resonate, then refine based on real user feedback.

Frequently asked questions

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

How often should I revisit my Positioning Canvas?

Positioning isn't set-and-forget. Revisit your canvas whenever you hit a plateau, launch a major feature, or expand into new segments , typically every 6–12 months.

How often should I revisit my Positioning Canvas?

Positioning isn't set-and-forget. Revisit your canvas whenever you hit a plateau, launch a major feature, or expand into new segments , typically every 6–12 months.

What's the difference between positioning and messaging?

Positioning defines your unique place in the market; messaging is how you communicate it across channels. Canvas first locks down ‘why,' messaging crafts the ‘how.'

What's the difference between positioning and messaging?

Positioning defines your unique place in the market; messaging is how you communicate it across channels. Canvas first locks down ‘why,' messaging crafts the ‘how.'

Can I use the canvas for B2B and B2C products?

Absolutely. The core steps are identical: define alternatives, attributes, segments, and outcomes. Just tailor your language and examples to fit enterprise buyers or individual consumers.

Can I use the canvas for B2B and B2C products?

Absolutely. The core steps are identical: define alternatives, attributes, segments, and outcomes. Just tailor your language and examples to fit enterprise buyers or individual consumers.

How do I validate the attributes I list?

Back them with customer interviews, survey data, and competitor analysis. Look for patterns in why users chose you over other options to confirm what truly stands out.

How do I validate the attributes I list?

Back them with customer interviews, survey data, and competitor analysis. Look for patterns in why users chose you over other options to confirm what truly stands out.

How does this differ from Lean Canvas or Business Model Canvas?

Those canvases focus on business model structure , revenue streams, cost, key partners. The Positioning Canvas zeroes in solely on market perception and differentiation to drive go-to-market success.

How does this differ from Lean Canvas or Business Model Canvas?

Those canvases focus on business model structure , revenue streams, cost, key partners. The Positioning Canvas zeroes in solely on market perception and differentiation to drive go-to-market success.

You've locked in positioning that resonates. Now run it through the CrackGrowth diagnostic to uncover hidden messaging gaps and generate targeted experiments that supercharge your conversion rates.

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