Positioning flows from five components, in order, into a pos

Positioning flows from five components, in order, into a posPositioning flows from five components, in order, into a positioning statement, then messaging, then the offer, with a claims substantiation log underneath1 AlternativesWhat they'd do without you2 CapabilitiesWhat you have that they lack3 Value"So what?" themes, with proof4 Best-fitWho cares most5 CategoryFrame that makes value obviousPositioning statementInternal, one paragraphMessagingMessage house, per personaThe offerWhat is sold, quote to cashClaims substantiation logEvery proof point, number and availability claim has evidence before itships

Positioning is decided in Dunford's order, with the category last. The positioning statement compresses it, messaging expresses it per persona and the offer makes it buyable. The claims log sits under all three.