Positioning & Differentiation

Working out how the product is positioned against the alternatives a buyer in its market would weigh — a reduced Dunford canvas, built from research and held as a hypothesis rather than a decision. The work runs from an alternative set drawn from the market, competitive and ideal-customer research, through isolating the attributes every cluster of alternatives lacks and grading the proof behind each, and on to the segment, the market frame, and the canvas and statement written last.

Its purpose is to give a product leader a position to commit to and test, and to say exactly what would confirm or kill each part of it. Nothing in the chain has met a buyer, so a canvas that lands carries its provenance on every component, a kill test with an owner and a date, and the segments it excludes with what excluding them costs; one that does not reads as settled, and becomes the position by default without anyone being asked to prove it wrong.

How the workflow runs

Select an agent to see what it does, what it needs and how to run it.