How do I position my startup so people instantly 'get' it?
The short answer
Positioning is choosing the mental category you want to own and the competitive alternative you beat. April Dunford's method: figure out what you're better at, for whom, and what you replace, then say it plainly. Positioning is deliberate; if you don't set it, customers will guess and usually guess wrong.
Go deeper, your way
2 hand-picked resources. Pick how you want to dig in.
📖 Book
PaidIntermediate
Why we picked it
The best book on positioning against competitors by understanding the alternatives customers actually consider. Directly turns competitive research into a market advantage.
Why we picked it
Julian Shapiro's growth handbook frames brand and messaging as downstream of who you're for and what you replace, practical foundations, not brand theory.
