Strategy on a Page

 A Strategy On A Page makes strategy easy to understand

if you’re starting out in strategy, keep practicing this process.

if you are stuck during your research phase, use this as a guide

the Strategy on a Page demonstrates your thinking,

guides your research and tells the story using this format.

It makes the unfamiliar, familiar.

this is the exact same model I used writing strategy for brands like Disney and Uber.

👉 i’ve got a workshop where I teach you the easiest way to write strategy. If you’re interested, sign up here: https://lnkd.in/ek4KyHFm

Unique Selling Proposition.

 'm challenging one of marketing's oldest ideas...the USP

For decades, marketers have searched for a Unique Selling Proposition.

One message
One feature
One reason customers should choose you

The problem is...

That's not how customer preference and decisioning works.

After developing positioning at V2RSION for over 50 clients,
I've evolved the idea of differentiation to be richer in context than the simplistic USP.

Differentiation isn't one thing.

It's the combination of multiple dimensions, that together make your business the obvious choice for your market buyers.

That's why we developed what we call your Differentiated Context.

It breaks differentiation down into 6 interconnected contextual components:

1️⃣ The customer problem you're solving
↳ Start with the customer's urgent reality, not your product.

2️⃣ The unique value you create
↳ Define the value only your business can credibly deliver.

3️⃣ How that value is delivered
↳ Your capabilities, process execution and evidence are what make your promise believable and repeatable.

4️⃣ The customers making the decision
↳ Different buyers value different things. Who values your value?

5️⃣ The competitors and alternatives you're chosen against
↳ Differentiation only exists in comparison.

6️⃣ The category that frames your value
↳ The category shapes how customers interpret your business before they've even engaged with it.

Miss just one of these, and differentiation starts to look weak.

Because customers choose businesses that create the clearest, most compelling context for preference and choice..

This framework has become one of the core principles behind how we think about positioning at V2RSION.

Which of the six do you think businesses overlook most often?

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