Positioning often breaks down when teams focus on the messaging before they’ve made the strategic choices underneath it. Contributed by Gerardo A. Dada, this worksheet helps product marketers, founders, and go-to-market teams connect positioning to strategy by working through the questions that define who you serve, what value you create, and why your approach is difficult to copy.

Rather than jumping straight to taglines and messaging pillars, this template guides you through customer problems, target audiences, competitive alternatives, value drivers, and the strategic foundations of your positioning. By documenting customer needs, value propositions, differentiators, proof points, and competitive context in one place, teams can create messaging that reflects a clear strategic choice instead of simply describing product features.

Use this worksheet to:

• Identify the customer problems and use cases your product is built to solve.
• Clarify your value proposition and key differentiators.
• Define supporting proof points that make your positioning credible.
• Assess competitive alternatives and how you win against them.
• Align product, marketing, sales, and customer-facing teams around a consistent story.
• Build messaging that is grounded in strategy, not just words.

Please read Gerardo A. Dada’s article: Fixing the Positioning Trap: From Messaging to Strategy for more information.