5 Positioning Principles that every high-growth business uses
Most positioning advice starts and ends with messaging. Write a better tagline. Clarify your value prop. Pick a differentiator. That covers maybe 10% of the work... The companies that grow the fastest treat positioning as business strategy. Critical steps within a system that that organises and drives their go-to-market planning. Here are 5 principles that you can apply to build better positioning: 1️⃣ Start with the problem, not your product ↳ Write this down: "We help [who] solve [problem]." ↳ If the problem isn't painful or urgent, it's too weak. 2️⃣ Narrow your focus ↳ Remove 80% of your audience. ↳ One segment, one use case, one moment. 3️⃣ Map your competition properly ↳ List 5 competitors and what each one claims. ↳ Find what nobody is clearly owning; that's your gap. 4️⃣ Choose your entry point ↳ Pick one angle: audience, use case, or feature. ↳ This becomes your headline everywhere. 5️⃣ Repeat until it sticks ↳ Same positioning across website, sales, and content. ↳ 3 to 6 months minimum before you change anything. Implementing these principles will get you further than most. But if you really want to stand out and stay ahead, you need to applyV2RSION'S proprietary positioning framework. I developed this to move expectations of positioning forward, and work with all my clients to optimise their outputs. Here are the 5 Dimensions that ensure your positioning is stronger and more effective: → Differentiated: is it clearly different from competitors? → Distinctive: would someone remember it tomorrow? → Directional: does it bring together and align your growth teams? → Discoverable: would it show up in search or AI? → Dynamic: do you adapt your positioning as your business changes? If you're missing two or more of those, your positioning has gaps. That's the 5D Positioning Framework I built at V2RSION. And it's what separates surface-level positioning from a real growth system. How many of these steps is your business actually running? ♻️ Repost to help your network unlock their growth potential. 💡 FollowPaul Evansfor actionable business and positioning advice. 🔔 Don't forget to turn on post notifications to stay up to date.
Write a better tagline.
Clarify your value prop.
Pick a differentiator.
That covers maybe 10% of the work...
The companies that grow the fastest treat positioning as business strategy.
Critical steps within a system that that organises and drives their go-to-market planning.
Here are 5 principles that you can apply to build better positioning:
1️⃣ Start with the problem, not your product
↳ Write this down: "We help [who] solve [problem]."
↳ If the problem isn't painful or urgent, it's too weak.
2️⃣ Narrow your focus
↳ Remove 80% of your audience.
↳ One segment, one use case, one moment.
3️⃣ Map your competition properly
↳ List 5 competitors and what each one claims.
↳ Find what nobody is clearly owning; that's your gap.
4️⃣ Choose your entry point
↳ Pick one angle: audience, use case, or feature.
↳ This becomes your headline everywhere.
5️⃣ Repeat until it sticks
↳ Same positioning across website, sales, and content.
↳ 3 to 6 months minimum before you change anything.
Implementing these principles will get you further than most.
But if you really want to stand out and stay ahead,
you need to apply V2RSION'S proprietary positioning framework.
I developed this to move expectations of positioning forward,
and work with all my clients to optimise their outputs.
Here are the 5 Dimensions that ensure your positioning is stronger and more effective:
→ Differentiated: is it clearly different from competitors?
→ Distinctive: would someone remember it tomorrow?
→ Directional: does it bring together and align your growth teams?
→ Discoverable: would it show up in search or AI?
→ Dynamic: do you adapt your positioning as your business changes?
If you're missing two or more of those, your positioning has gaps.
That's the 5D Positioning Framework I built at V2RSION.
And it's what separates surface-level positioning from a real growth system.
How many of these steps is your business actually running?
♻️ Repost to help your network unlock their growth potential.
💡 Follow Paul Evans for actionable business and positioning advice.
🔔 Don't forget to turn on post notifications to stay up to date.