Use it when…
- You cannot yet say clearly who you are for and why they should choose you.
- You are launching, repositioning or adding a new offer.
- You would rather work through the decisions yourself, over a few sittings.
Workbook
Positioning Workbook
Eleven decisions, in the order they have to be made, that take you from a blank page to a positioning statement you can stand behind.
This is the method we use with clients, written so you can work through it yourself. Each chapter produces one written output, and chapter 10 assembles them into one positioning statement.
- Format
- Fillable PDF, licensed for one business
- Length
- 41 pages
- Time needed
- Four to five hours, across three or four sittings.
- Inside
- 11 decisions in four parts
Who it is for
Decide who you are for, and why they should choose you.
The workbook is for founders who want to settle their positioning themselves, at their own pace. Worked examples show what a good answer looks like at each step.
Choose a service when…
- You want our independent judgement and evidence about your market behind the position. Brand Positioning is the fuller option.
- Positioning is one part of a wider brand decision. Brand Strategy also covers purpose, audience, proposition and narrative.
- You already have a statement and want it scored and refined. The Positioning Statement Review covers one statement.
What is inside
How this workbook works: four moves, eleven decisions.
Discover
Chapters 01 to 03: what you are positioning, for whom, and what they are buying. About 90 minutes.
Clarify
Chapters 04 to 06: the category you stand in, the value you create, and what you are competing against. About 90 minutes.
Define
Chapters 07 to 09: your difference, your proof, and the choice you are prepared to make. About 90 minutes.
Activate
Chapters 10 to 12: write the statement, pressure-test it, and put it to work. About 60 minutes.
Contents
A 41-page fillable PDF with 34 text fields and 91 tick boxes.
Every box is a live field. Open the file in Adobe Acrobat Reader, which is free, and save as you go. Some browser and phone viewers lose typed answers when the file closes.
- 00How to use this workbook
- 01What you are positioning
- 02Your priority audience
- 03The problem they are buying a solution to
- 04The category you compete in
- 05From what it is to what it changes
- 06The real alternatives
- 07Your credible difference
- 08Your proof
- 09The choice you are making
- 10Write the statement
- 11Pressure-test and refine
- 12Where this goes next
- AWorking sheets
Preview
Look inside before you buy.
Three pages from the Positioning Workbook, exactly as they appear in the PDF.
What you get
One PDF, yours to keep, delivered by email.
What you get
- The Positioning Workbook as a 41-page fillable PDF, yours to keep.
- A licence to use it in one business, your own. Please do not share, resell or publish it outside your business.
- A private online companion, where you can write up each part and keep saved versions. Notes are kept for 180 days after your last save.
How it is delivered
- We email your download link straight after payment.
- The link works for 72 hours and up to five downloads. If it expires before you save your copy, you can ask for a fresh link.
- At checkout, you ask us to supply the download straight away. You agree that your 14-day right to cancel ends once it is supplied.
- Your rights if the file is faulty or not as described are not affected.
- The price is the total payable. We are not VAT registered, so we add no VAT.
The fuller option
Want our independent judgement and a finished written document?
The Positioning Workbook sets out the steps to work through on your own. These services do the work with you, in writing, and end in a document you can act on.
Brand PositioningFrom £2,500 for founders, from £3,500 for SMEsA defensible market position, value proposition and messaging pillars.View Brand Positioning Brand StrategyFrom £4,250 for founders, from £6,500 for SMEsA complete brand strategy covering purpose, audience, proposition, positioning, personality and narrative.View Brand Strategy Positioning Statement Review£200One existing positioning statement, scored and refined, with a shorter alternative.View Positioning Statement Review
Related resources
Resources that work alongside it.
£75Workbook
Messaging Workbook
Turn an agreed position into messaging for customers, using a practical step-by-step framework.
Buy the download, £75
£75Workbook
Competitor Positioning Workbook
Compare how competitors describe themselves, find the space nobody is claiming and choose where you stand.
Buy the download, £75
£50Kit
Customer Interview Kit
A question guide, note template and summary sheet for asking customers why they chose you, so your positioning rests on what they say.
Buy the download, £50Common questions
Find answers about the Positioning Workbook.
What is the online companion?
The Positioning Workbook comes with a private online companion. It is a space to write up each part of the workbook and keep saved versions. The link arrives in your purchase email. Notes are kept for 180 days after your last save, and you can export or delete them at any time.
Do I need any marketing knowledge?
No. Each chapter explains the decision in plain English and shows a worked example. The workbook asks for specific answers you can defend, not marketing language.
How is the Positioning Workbook delivered?
By email, straight after payment. Save your copy within 72 hours: the link allows up to five downloads, and you can ask for a fresh one if it expires. The file is yours to keep.
Can I use it in more than one business?
No. Each copy is licensed for use in one business, your own. You can print it and use it as often as you like for that business. For another business, please buy another copy.
Ready to start?
Work through the Positioning Workbook at your own pace.
A 41-page fillable PDF: 11 decisions in four parts.