# Positioning statement · [Product or offer] · v[n] · [Date] **Source canvas:** [link] **Owner:** [PM and PMM] **Status:** Draft / Approved **For** [best-fit customers, from canvas section 4] **who** [need or problem, in their words], **[Product] is a** [category or subsegment, from canvas section 5] **that** [primary value theme, as a benefit]. **Unlike** [the primary competitive alternative, usually the one that appears most in deals], **[Product]** [primary differentiation, from canvas section 2]. ## Persona check | Persona | Does the statement speak to them? | What they would add or object to | |---|---|---| | Champion | | | | Economic buyer | | | | Technical evaluator or security | | | ## Repeat-back test | Tester (sales rep or customer) | Their version in their own words | Accurate? | |---|---|---| | | | | ## Claims in this statement - [List each objective claim and its claims-log row ID]