Who This Helps
This is for Growth Marketers stuck in analysis mode. If you’ve done the Market Intelligence & Positioning course work but can’t get buy-in, this turns your grid into a compelling story.
Mini Case
Zaid spent 3 weeks on competitor research. He had 200 data points but no clear ask. His presentation got 15 minutes of ‘interesting, let’s discuss later.’ After building a simple Positioning Grid with 4 key criteria, he presented one recommended wedge. The next meeting? A 10-minute review and an approved test budget in 48 hours.
Do This Now (5 Steps)
- Grab your one-page positioning artifact from the course. That’s your single source of truth.
- Isolate the one ICP wedge you’re recommending. Be ruthless. One is a strategy, two is a confusion.
- Build a simple 2x2 grid. Label your axes with the two most critical tradeoffs from your audit (e.g., ‘Ease of Use’ vs. ‘Advanced Control’).
- Plot three key competitors. Use their real, evidence-backed claims, not their marketing fluff.
- Place your proposed position in the open space. Write one sentence on why that spot wins.
Avoid These Traps
- Don’t show every data point. You did the audit to find the signal, now share it.
- Don’t present options. Present your recommendation with the ‘why’ ready.
- Don’t get lost in features. Frame everything around customer tradeoffs and outcomes.
- Don’t forget the ‘so what.’ Always link your grid square to a tangible growth metric.
- Don’t use jargon. ‘Leveraging synergistic paradigms’ gets eye rolls. ‘We’re easier for first-time users’ gets nods.
- Don’t make it pretty before it’s clear. A sketch on a napkin beats a fuzzy slide deck.
- Don’t argue with every objection. Listen, then point back to the evidence on the grid.
- Don’t skip the next step. End with one specific, small test you want to run. Seriously, the coffee can wait until you’ve sent the meeting invite.
Your Win by Friday
Your goal isn’t another workshop. It’s a decision. By Friday, get one stakeholder to agree to a single, evidence-backed positioning test. That’s how channel metrics move—not by guessing, but by running your first clear bet.