Positioning Frameworks
Learn proven frameworks to develop and refine your market positioning
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Section 2 of 5Why Use Positioning Frameworks?
Frameworks provide structured approaches to positioning. They help you avoid common pitfalls like being too vague, copying competitors, or targeting everyone.
Structure
Step-by-step process to avoid missing key elements
Objectivity
Forces you to look at competitors and customers honestly
Communication
Creates shared language across teams
🔍 Framework Explorer
📊 Perceptual Maps
Visual tool that plots competitors on two key dimensions customers care about.
1. Identify 2 key attributes2. Map competitors3. Find gaps4. Position strategically
Example: Price vs Quality, Speed vs Customization
📋 April Dunford's 5 Steps
Step 1: Competitive Alternatives
What would customers do if your product didn't exist?
List alternatives: spreadsheets, manual processes, competitors...
Key Takeaways
- •Perceptual maps visualize competitive positioning on key dimensions.
- •April Dunford's framework focuses on alternatives, attributes, value, customers, and category.
- •Blue Ocean Strategy creates new market space instead of competing directly.