Decide what you're the answer to
Positioning, messaging, campaign — one narrative, written once, that changes everywhere.
Hi, I'm Vera 👋 Positioning in five short steps. First: what are you building?
An analytics app that connects to all your data sources
If it didn't exist, what would customers use instead? Even "export to a spreadsheet" counts.
Canvas
Product
Analytics across every data source
Alternatives
Spreadsheets
A dashboard per tool
Attributes
Value
The opportunity
Most launches don't fail at the product — they fail in the three seconds a buyer decides what you are. Position deliberately, or be positioned by whatever they compare you to.
Start positioningIf positioning is wrong, everything downstream is confidently wrong with it.
Positioning — where you play
Vera interviews you: your real alternatives, what you have that they don't, who cares most. Out comes the narrowest claim you can defend. Narrow is a feature.
Messaging — how you say it
Positioning becomes words: a four-beat story, claims ordered proven–better–new, and a line library. If a line can't trace to positioning, it doesn't ship.
Campaign plan — what you do about it
The audience slice, the rooms your buyers already read — and signals that tell you the story landed, not just what pipeline did.