MODULE 3 — Positioning: The Most Misunderstood Lever
Lesson 3.1: Positioning Is Not Messaging
Positioning is not:
- Taglines
- Brand voice
- Marketing language
Positioning is:
The frame through which customers understand why you exist and when you matter.
If positioning is weak, execution compensates poorly.
Lesson 3.2: Competitive Context Matters More Than Features
Customers do not evaluate you in isolation.
They compare you to:
- Existing tools
- Manual processes
- Doing nothing
Your positioning must answer:
“Why switch from what I already use?”
If you cannot answer this crisply, customers won’t either.
Lesson 3.3: Positioning Through Trade-Offs
Strong positioning involves exclusion:
- Cheaper but narrower
- Simpler but less flexible
- Faster but less comprehensive
Trying to appeal to everyone makes you irrelevant to anyone.
Entrepreneur Edge 