Positioning Canvas & Statement
Definition of the business as a PLATFORM vs. JUST a product or service.
Building Blocks are:
Customer and internal research/feedback – creating a proprietary survey via SurveyMonkey or gForms | Competitive analysis of the market place | Target audience(s) defined | “Special sauce” clearly outlined | Reasons to believe
Vision, Mission, and Values
Company culture manifesto – What do you want your company to be known for?
These values drive and define the company culture – everyone on the same page, walking and talking and building toward same goal vs. just getting the next thing done. Filters that help with decision-making. E.g. Is this xxx on brand? Does it feel right to partner with xx? Use xx as a vendor? Have xx represent our company?
Key Content Pillars & Key Messages
The core topics or categories of focus.
Designed for thought leadership and unified messaging strategy and plan vs haphazard messaging. “On brand” themes that build a unique brand platform that set the business up for competitive advantage and growth vs just churn and burn sales.
