Positioning statement that survives the sales call

Position {{product}}. Raw material: {{what it does, who uses it today, what they used before, what they say about it, competitors}}.

Work through, in order:
1. COMPETITIVE ALTERNATIVES — what customers would actually do without us, including spreadsheets, interns, and nothing.
2. UNIQUE ATTRIBUTES — what we have that those alternatives don't, stated as facts we can prove.
3. VALUE — what those attributes enable, in the customer's terms, with the mechanism.
4. BEST-FIT CUSTOMERS — the characteristics that make someone care intensely, defined so a rep could qualify on them in two questions.
5. MARKET CATEGORY — the context that makes our value obvious. Test three candidate categories and say what we win and lose in each.
6. Then write the positioning statement, the one-liner, and the elevator pitch.
7. Finally, list the customers we should say no to, and the exact words for saying it.

At each step, mark anything unsupported by real customer evidence — and say what evidence to go get.