2 questions founders must have CLEAR answers to in order to develop differentiated positioning.

Unclear (vague) answers will make your positioning work feel like you're trying to put together IKEA furniture without the instructions.

Here are the questions:

1. What is it?

2. Who is it for?

Sounds simple.

Because they are simple.

Yet, ask the average founder these questions…

…and you’re likely to get a 5-minute monologue describing a collection of markets, use cases, a completely made-up product category.

And, of course, some mention of increasing revenue.

The key to answering these questions is to get as SPECIFIC AS POSSIBLE.

Otherwise...

❌ You won’t be able to identify a competitive alternative

(because there are too many to consider)

❌ You'll struggle to explain the problem you solve

(because you'll be solving too many problems)

❌ You'll eliminate your differentiation

(because your unique value will be different for each audience)

———

The example shown highlights what good looks (for a company called

RapidSOS

).

They define a specific use case for a specific audience to answer these 2 key questions.

Which enables them to layer on a differentiated argument and clear POV on the problem they solve.

👉 Remember, good positioning is all about getting specific.

If you’re not willing to get specific, you’re not actually positioning.

You’re just explaining a bunch of things your product could do — leaving your prospects to decide what to do with you.

Spoiler alert — they will simply ignore you.