18:22 · Rhett Butler
Video lesson · Module 4
The Positioning Matrix
Rhett Butler
Founder & Chief Strategy Officer · 18:22
Executive summary
What this lesson resolves
Positioning is the discipline of choosing the category you compete in and the contrast that makes you the obvious choice. Rhett walks through the matrix used with founders and Fortune 500 teams alike.
Key takeaways
The insights worth remembering
- 1
Position the category before you position the product.
- 2
Contrast is more memorable than superiority.
- 3
A great positioning statement is short enough to repeat under pressure.
Reflection
Think it through
What category do you genuinely compete in — and what category do you wish you competed in?
Downloadable resources
Take this work into the field
Strategy exercise
Apply it this week
Fill the matrix for your brand and two competitors. Find the contrast you can credibly own.
Strategy Lab
Apply this lesson with Aiva.
Move from learning to action. Aiva will run these workflows against your business and return a working draft.
Knowledge check
Test what stuck.
0/3 answered
Question 1
Positioning primarily resolves…
Question 2
A positioning statement is strong when it is…
Question 3
Choosing a smaller category is usually a sign of…