Framework · PDF · Free
The Positioning Framework
The five-part model we use to develop positioning for professional services firms. Covers audience specificity, differentiator structure, proof, and how to translate it all into the messaging your market actually hears.
The Positioning Framework
Abstract Creative · Free Download
Audience Specificity
Problem Naming
Differentiator Structure
Proof Architecture
Messaging Translation
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The Five Components
Every strong position is built from the same five parts.
They build on each other in sequence. Getting one wrong makes the next one harder to hold.
Audience Specificity
Who you serve — narrowed to a specific person in a specific situation, not a category.
Why It Matters
Broad audience definitions produce messaging that resonates with no one. The more specific the buyer, the more clearly the brand speaks.
Problem Naming
The exact problem you solve — articulated the way your buyer thinks about it, not the way you solve it.
Why It Matters
Buyers search for relief from problems, not for service categories. Your positioning needs to name the pain before it offers the cure.
Differentiator Structure
What makes you the right choice — specific, defensible, and not shared by your nearest competitors.
Why It Matters
"Quality work" and "great service" are table stakes. A differentiator has to be specific enough to be believed and distinct enough to matter.
Proof Architecture
The evidence that makes your claims credible before a prospect ever speaks to you.
Why It Matters
Positioning without proof is just opinion. Case results, outcomes, and recognition close the gap between claim and belief.
Messaging Translation
How your positioning turns into the language on your website, proposals, and sales conversations.
Why It Matters
Positioning decisions only create value when they're consistently translated into the words your market actually hears.
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