What are the deliverables from a positioning exercise?

Positioning is a strategic exercise, and many people are confused about what the deliverables are after a positioning exercise or if there even are any.

There aren’t any public-facing positioning deliverables, but it is important to write down the information that we’ve gathered during the positioning workshop and record things like the company’s market category, user and buyer persona and competitive alternatives. Here’s why it’s important to have a single source of truth for your positioning:

  • It makes it easier to share with the team — no games of telephone

  • It prevents your positioning from slipping unintentionally over time

  • It makes it easier to reference when you’re developing messaging, a sales deck, a sales or marketing campaign, a website or other public-facing material

You can see the positioning canvas template I use in my workshops here. You’re welcome to copy and use it — the template I use is an adaptation of April Dunford’s positioning canvas template.

PS if you have an open source project that you think could use some positioning magic, join my free webinar about positioning open source projects on May 27th at 9am PT. Register here.

Emily Omier