The Ultimate 2 Sentence Positioning Statement Framework

Okay folks, PSA: If you don’t have a living and breathing positioning statement created for your business then STOP RIGHT NOW (Cue the squealing brakes).

This is an exercise I learned almost about 2 years ago now at a previous employer and it has been an absolute game changer for me in terms of helping me encapsulate what a new business is, what it does, for who, and why it is different.

I know what you are thinking… “Duh, this seems like a no-brainer, everyone does this”. WRONG. It absolutely sounds very logical and intuitive but you would be surprised how many entrepreneurs (including myself) have yet to do this and therefore might lack a clear focus and message.

Below is the structural template of what goes into a positioning statement. You can use this for internal purposes, externally on a website, pitch deck, sales material, or as a description on a company social page… really anything. But most importantly, this is meant to help you clearly define what your business does in 2 sentences or less – which for some is much harder than it sounds. So, here is the structure to follow:

[COMPANY NAME] is a [HIGH-LEVEL TYPE OF PRODUCT OR CATEGORY] that enables [TARGET CUSTOMER TYPE] to [PRODUCT VALUE]. Unlike competitors, we provide/create [KEY DIFFERENTIATORS].

For example:

ABC co. is a virtual reality studio that enables enterprises to create VR video content for their social media campaigns. Unlike competitors, we produce comedy-based VR advertisements with the goal of growing company’s millennial audiences.

You don’t need to follow the framework to a T, but this is a great starting point and will give you a much greater foundation for your business. But you should constantly be revisiting and revamping your positioning statement as your business grows, pivots, and changes over time.

Now, it’s your turn!

Article By:
Kim Grennan
Chief Analyst @ InvestVR
COO @ ARVRUS