What it does
Most early-stage positioning fails in the same way: the line describes what the team built. This framework works step by step from your feature list to the outcome a buyer recognises, then assembles the line from the answers.
What is inside
- Features to outcomes. Turn each thing your product does into what the customer can then do.
- Your best-fit customer. Company and buyer, specific enough to picture one real person.
- The real problem. Three layers, from what they say out loud to what it costs the business.
- The alternative. What they use today, why they tolerate it, and what would make them switch.
- Category and edge. The shelf you sit on and the one thing others will not do.
- The line, then the test. A template to draft it, and four checks a strong line passes.
Who it is for
Founders and first marketing hires at Seed to Series B B2B SaaS who need a homepage line before they write anything else.