# Product Positioning

The key components of product positioning are:

*   **Vision** — the overall direction of where your product is headed
    
*   **Mission** — how your vision will become a reality
    
*   **Tagline** — the slogan used to describe your company or product
    
*   **Market category** — your market and key customer segments
    
*   **Customer challenges** — primary pain points felt by your customers
    
*   **Company and product differentiators** — the unique qualities of your company or product that bring value
    
*   **Brand essence** — the core aspects you want your company or product to be recognized for
    

  

  
  

|  |  |  |
| --- | --- | --- |
| Vision |  |  |
| Aspirational picture of the world in future |  |  |
| Mission |  |  |
| How you are going to make your vision a reality |  |  |
| Tagline |  |  |
| Catchphrase or slogan you use to describe your company or product |  |  |
| Category |  |  |
| Market that you are in |  |  |
| Customer Challenge 1 | Customer Challenge 2 | Customer Challenge 3 |
| Major paint point for your customer | Major paint point for your customer | Major pain point for your customer |
| Company Differentiator 1 | Company Differentiator 2 | Company Differentiator 3 |
| Unique value creating characteristic of your company | Unique value creating characteristic of your company | Unique value creating characteristic of your company |
| Product Differentiator 1 | Product Differentiator 2 | Product Differentiator 3 |
| Unique, value-creating characteristic of your product | Unique, value-creating characteristic of your product | Unique, value-creating characteristic of your product |
| Brand Essence |  |  |

|  |
| --- |
| Core attributes you want to be known for |

|  |
| --- |
| Boilerplate |

|  |
| --- |
| Brief description of your company or product |