positioning-canvaslisted

# Positioning Canvas Apply April Dunford's positioning framework from *Obviously Awesome*. Positioning is upstream of copy, pricing, and GTM -- get it wrong and everything downstream is rework. ## When to use - New product launch, pivot, or rebrand - Sales calls keep ending with "I'm not sure who this is for" - Conversion is fine but discovery is hard ("how would you find us?") - Competitor expanded into your space and your differentiation feels muddy - Multi-audience products (e.g., internal-tool-turned-SaaS) -- usually need *separate* positioning per audience ## When NOT to use - You don't have a real product yet and are doing pure hypothesis work -- use a target-customer hypothesis doc instead - The goal is tactical copywriting (landing page headlines, ad copy) -- positioning must be locked *first*; then hand to copy - You already have differentiated, validated positioning that's converting well -- run this again only on trigger (new competitor, rebrand, new market) ## Use this instead - **icp-definer** -- if you haven't yet defined who the best-fit buyers are, do that first; positioning step 4 (customers who care most) requires an ICP - **gtm-motion-picker** -- if the question is how to reach the market, not how to describe the product - **pricing-teardown** -- positioning change typically requires a pricing re-check; run after this ## The 5-step Dunford framework Run these in order. Skipping a step or doing them in parallel produces incoherent positioning. **1.