Product / Product Name
The offer you are positioning.
Product Statement Template
Use this as a starting point and fill each field with language from customer research, interviews, and positioning workshops.
Copy-and-paste template
[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.