Use this product positioning evaluation checklist to assess the effectiveness of your product positioning strategy. Each section addresses a critical component of successful positioning for disruptive technology products.

📊 Market Understanding

• □ We have conducted comprehensive research on our target market segment(s).
• □ We have documented our ideal customer profile with specific firmographic and psychographic characteristics.
• □ We have interviewed at least 15 potential customers to validate pain points and needs.
• □ We have created detailed competitor profiles including positioning, messaging, and go-to-market strategies.
• □ We have mapped how customers currently solve the problem our product addresses.
• □ We understand the key buying criteria customers use when evaluating solutions in our space.
• □ We have identified all key stakeholders involved in the purchase decision and their specific concerns.
• □ We have documented the current state of the market including size, growth rate, and key trends.
• □ We have analyzed failed solutions in this space to understand why they didn’t succeed.
• □ We have identified potential market shifts that could impact our positioning in the next 12–24 months.

✨ Differentiation Clarity

• □ We have a clear inventory of our product’s unique capabilities and advantages.
• □ We can articulate how our approach is fundamentally different from alternatives (not just incrementally better).
• □ We have validated that our differentiation matters to customers (not just to our engineering team).
• □ We have evidence to support all differentiation claims.
• □ We have assessed how sustainable our differentiation is against likely competitor responses.
• □ We have connected our technical differentiation to specific customer outcomes and business impact.
• □ Our differentiation is focused on a few key strengths rather than trying to claim superiority across all dimensions.
• □ We have tested whether customers can recognize and articulate our key differentiation after hearing our positioning.
• □ We have mapped how our differentiation varies across different customer segments.
• □ We have determined which aspects of our differentiation should be emphasized at different stages of the product lifecycle.

🧭 Competitive Framing

□ We have explicitly chosen the competitive frame through which customers should evaluate our product.

□ We have assessed whether we should position as a new category, a replacement for an existing solution, or a complement to existing solutions.

□ Our chosen frame maximizes the perceived value of our key differentiators.

□ We have considered how different competitive frames affect our perceived value and pricing power.

□ We have tested customer reactions to different ways of framing our solution.

□ We have evaluated the competitive density in our chosen frame.

□ We have analyzed how our frame might need to evolve as the market matures.

□ We have a strategy for how to educate the market about our chosen frame if it’s new or unfamiliar.

□ We are consistent in our competitive framing across all marketing and sales communications.

□ We have prepared responses for situations where competitors attempt to frame us differently.

💡 Value Proposition Effectiveness

□ We have a clear, concise value proposition statement that includes our target customer, key pain point, solution category, primary benefit, and key differentiator.

□ Our value proposition uses customer language rather than internal jargon.

□ We have tested our value proposition with customers for clarity, appeal, and differentiation.

□ Our value proposition focuses on customer outcomes rather than product features.

□ We have adapted our value proposition appropriately for different stakeholders (technical users, business decision-makers, executives).

□ Our value proposition is memorable and repeatable.

□ Our value proposition addresses both rational and emotional buying factors.

□ We have validated that our value proposition is credible and not overpromising.

□ Our value proposition is distinct from competitor value propositions.

□ We have supporting proof points for every claim in our value proposition.

🗣 Messaging Framework

□ We have a cohesive messaging hierarchy with primary message, supporting messages, and proof points.

□ Our messaging translates our positioning into compelling language for each target audience.

□ We have created messaging variants for different stages of the buyer’s journey.

□ Our messaging addresses common objections and competitive comparisons.

□ We have developed analogies and metaphors that simplify our complex differentiation.

□ Our messaging has been tested for comprehension and appeal with target customers.

□ We have guidelines for consistent messaging across all customer touchpoints.

□ Our messaging strikes the right balance between aspirational and practical claims.

□ We have validated that our messaging resonates with both technical and business audiences.

□ Our messaging framework includes guidance on tone, voice, and key terminology.

🧰 Implementation Readiness

• □ All customer-facing teams can articulate our positioning consistently.
• □ We have updated all marketing assets to reflect our positioning.
• □ Our website clearly communicates our positioning on high-traffic pages.
• □ Sales enablement materials have been created that support our positioning.
• □ We have presentation decks that effectively communicate our positioning.
• □ We have created competitive battle cards aligned with our positioning.
• □ Our product demo highlights aspects that reinforce our key differentiation.
• □ We have developed customer stories that validate our positioning claims.
• □ We have briefed industry analysts on our positioning.
• □ We have a plan for how to respond if our positioning is not resonating as expected.

📏 Measurement Plan

□ We have established specific metrics to evaluate positioning effectiveness.

□ We have implemented A/B testing of positioning variants in digital channels.

□ We have a formal win/loss analysis process that assesses positioning impact.

□ We regularly collect feedback from sales on how positioning is working in customer conversations.

□ We track how competitors are responding to our positioning.

□ We monitor customer language to see if they describe us in alignment with our intended positioning.

□ We have a process for collecting and analyzing positioning feedback from customer-facing teams.

□ We have established regular review points (quarterly recommended) to assess positioning effectiveness.

□ We track changes in market perception over time to measure positioning traction.

□ We have a clear process for how positioning adjustments get approved and implemented.

🏛 Organizational Alignment

□ Our executive team consistently uses our positioning in their communications.

□ Product development priorities align with and strengthen our positioning differentiation.

□ Customer success teams reinforce our positioning in their customer interactions.

□ Our pricing strategy reflects and reinforces our positioning.

□ Our content strategy is designed to establish credibility for our positioning.

□ Our hiring and team structure support delivering on our positioning promises.

□ We have a clear owner responsible for positioning strategy and execution.

□ Cross-functional input has been incorporated into our positioning development.

□ We have a process for communicating positioning updates throughout the organization.

□ Our internal company vision and external positioning are aligned and mutually reinforcing.

How to Use This Checklist

1. Assessment:Rate each item as “Complete,” “In Progress,” or “Not Started.”
2. Prioritization:Identify gaps in your current positioning and prioritize actions.
3. Team Review:Use this checklist in positioning workshops to facilitate discussion.
4. Executive Alignment:Share assessment results with leadership to build support for positioning initiatives.
5. Ongoing Validation:Revisit this checklist quarterly to ensure positioning remains effective as markets evolve.

Remember that positioning is not a one-time exercise but an ongoing strategic process that requires regular reassessment and refinement.