Business Pitch Dictionary by pitch.dog
Competition, differentiation & moats · Core

Positioning

Also called: market positioning

ELI5

How customers should understand the offer compared with choices.

Used in conversation

“Positioning requires a frame of reference and meaningful difference.”

Definition

The intended place an offer occupies in the customer's mind relative to alternatives.

Here “Positioning” means: The intended place an offer occupies in the customer's mind relative to alternatives.

Pitch context

You will see “Positioning” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches competition, differentiation & moats.

Why it matters: It helps a reader interpret competition, differentiation & moats without confusing the measure, decision, role or evidence being discussed.

Connected terms

  • Value propositionA value proposition explains the value promised to a customer; positioning defines the place the offer should occupy relative to alternatives.
  • Brand positioningThe search label “positioning” can route to both entries.
Sources & evidence · 11

Direct term-level sources and supporting source families.