Rekha Srivatsan
VP of Product Marketing at Salesforce

I like the positioning doc to address your audience need, how do you stand out / differentiated, what do you provide and white space. For example, if you have customer need, you can easily come up with the FOR and WHO; if you have white space, you can fill in the UNLIKE; and if you have unique capabilities, you can communicate the PROVIDES and ONLY. It really draws out that CRITICAL THING that defines your company or product.

Sophia (Fox) Le
Lead Product Marketing Manager at Glassdoor
Once you are clear on the value proposition of a product/feature and/or a positioning statement for the company or product, you are ready to pull together a messaging framework that your cross-functional stakeholders (from marketing to product) can leverage.  In terms of a messaging framewor...more
Vikas Bhagat
Director, Head of Product Marketing at Webflow
I use a pretty simple framework for messaging - namely, the messaging house. I typically focus on the following sections of the house (top to bottom): Brand prop, product description, customer context (the problem), Needs and wants, 3-5 value props, Benefits & features that address needs and want...more
William Davis
Vice President of Product Marketing at Workato
There are a few different messaging and persona frameworks I have used for different purposes. Here are a few of my favorites.  Positioning Statement - this is typically the foundation of any product/GTM positioning.  * [Target Customer] For: describe who you're targeting your product at * [S...more
Scott Schwarzhoff
Operating Partner at Unusual Ventures (former VP PMM @ Okta)
Posted this on another similar question, but on the competitive positioning point specifically, I think there's a 'turn' in the narrative toward the end of the story where existing solutions can't solve the problem completely and it's good to have specifics on how your solution is better. But you...more
Joe Abbott
Head of Product Marketing at Ramp
Competitive research is a critical step before you even start your messaging and positioning exercise — I see it as an input rather than an output. I have a few favorite messaging frameworks and usually combine my favorite elements into one. Geoffrey Moore's classic FOR...WHO...PROVIDES...UNLI...more
Frances Liu
Head of Marketing at Instawork
I borrow from the typical ones mentioned on Sharebird (the box one? mind's failing me here) and modify them based on what I'm messaging.  Re: competitive positioning, I break it down by 3 segments at a high level and against key value props how we stack up.  * Who are incumbents * Top direct ...more
Alissa Lydon
Director of Product Marketing at LogDNA
At its most basic, messaging is about answering 3 key prompts: * What is the problem facing the market today? * What solution (generally) will help solve this problem? * What does your product do to help solve it? To me, competitive falls squarely underneath that third bullet point. It's o...more
Daniel Palay
Head Of Product Marketing at 3Gtms
My views on competitive positioning are largely stolen from Andy Raskin. Rather than repeat that which I've "adopted" from his writing, I'd suggest looking them up (LinkedIn great place to find a lot of it, and links to the rest). The persona framework is pretty simple: consider the relevant s...more
Marina Ben-Zvi
Sr. Director, Product Marketing at productboard
There are a lot of great frameworks out there and they all have common elements. I recommend reviewing a few and customizing to what’s relevant and actionable for your company. I like to include: * our differentiated POV * positioning statement (internal-facing) * tag-line * brand personalit...more
Sarah Din
VP of Marketing at
I honestly customize the framework for each company I work for, but over the year’s I've built my own since I never found anything existing that I really loved. If you want an example, message me and I can share an example. Competitive positioning is always part of the initial messaging developm...more