BUSINESSFor startups, scale-ups and mid-sized companies
Positioning: why customers should choose you.
Positioning defines who your offer is the best choice for, which problem it solves and what sets you apart from the alternatives. It's the foundation for every website, sales conversation and campaign – and the most common reason good marketing still doesn't work.
When it pays off
Typical situations.
A good fit if …
- Prospects don't quickly understand what you do differently or better
- You mostly compete on price
- Website, sales and ads tell different stories
- You're entering a new market, segment or product
Probably not a fit if …
- You only want a new logo
- There's no product yet and no customer conversations
What you get
Concrete results, not slides.
Every result is written down, usable and tied to a metric.
- Customer profile who buys, who decides, what drives them
- Competitor and alternatives analysis including “do nothing”
- Positioning statement in one sentence, agreed internally
- Core messages and proof points for website, sales and campaigns
- Validation with real customers through interviews or message tests
How it works.
- 01
Listen
Interviews with customers, sales and management; a look at competitors and numbers.
- 02
Sharpen
Workshop with the leadership team: audience, problem, difference.
- 03
Translate
Core messages for website, sales material and ads – and a market test.
Go deeper
Guides for startups & scale-ups.
Answers to the questions founders and executives actually ask in growth phases.
Guides
Define your ICP (with template)
How B2B startups define their ideal customer profile: firmographics, triggers, buying committee, exclusions – with a fill-in template and validation with real customers.
Learn moreGuides
Positioning in 5 steps
Positioning for startups and scale-ups: 5 steps from alternatives and differentiation to the core message – with a statement template and a market test.
Learn moreFrequently asked questions
What's the difference between positioning and brand?
Positioning is the strategic decision: for whom, for what, why you. The brand is how that decision becomes visible – name, design, tone. Positioning first, then brand.
How long does positioning take?
For a company with a clear offer, usually a few weeks. It takes longer when several products or markets are involved.
Does AI help with positioning?
For research, competitor analysis and drafting variants, yes. Deciding what you stand for is still up to you.
Related
Related services.
Marketing and AI, in plain words – on LinkedIn.
Follow Manfred “Luigi” Lugmayr for practical takes on strategy, AI tools and growth, without the hype.
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