Product / Product Name
The offer you are positioning.
Product Statement Template
Use these copy-and-paste templates as a starting point and fill each field with language from customer research, interviews, and positioning workshops.
Choose a template
Pick the framework that fits your positioning goal. Use Compare when differentiation matters most, or jump to Focus when customer problem and outcome should lead.
Compare template
Use this when buyers will compare your product against alternatives and you need to make differentiation explicit.
Jump to Compare templateFocus template
Use this when customer pain and outcomes should lead your message, especially in early validation stages.
Jump to Focus templateCompare template
Use this when buyers will compare your product against alternatives and you need to make differentiation explicit.
[Product] is for [Target Customer] who [Need Statement]. [Product Name] is a [Product Category] that [Key Benefit]. Unlike [Primary Competitive Differentiation], our product [Primary Differentiation].
Field guide
Target Customer
One specific user segment or buyer group.
Need Statement
The core pain, need, or outcome they care about.
Product Category
The category frame that helps people quickly place your product.
Key Benefit
The most important value your audience receives.
Primary Competitive Differentiation
The alternative option people compare you against.
Primary Differentiation
Why your solution is meaningfully better for this audience.
Focus template
Use this when customer pain and outcomes should lead your message, especially in early validation stages.
For [Target Customer], [Product Name] is the [Product Category] that will [Customer Problem] so they can [Customer Benefit Outcome].
Field guide
Target Customer
One specific user segment or buyer group.
Product Name
The exact name of your product or service.
Product Category
The category frame that helps people quickly understand what it is.
Customer Problem
The day-to-day pain or unresolved job your customer is trying to fix.
Customer Benefit Outcome
The result customers can point to after using the product.