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What this worksheet is
Most positioning tries to “beat competitors.” Buyers rarely choose between you and one competitor. They choose between you and the default they already trust: spreadsheets, manual workflows, a familiar vendor, or an internal build.
This worksheet makes that decision explicit, then helps you write a clean contrast that your buyer can repeat internally.
What you will walk away with
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A clear map of the three real alternatives: Competitor, status quo, internal build
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Why Now Clarity: The trigger that makes the default risky now
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Failure Modes: Where each alternative breaks under pressure
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Safe Positioning Language: A premium way to differentiate without attacking
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Output Lines: Comparison line, trade-off line, and a one-line positioning statement
How to use it
Step 1: Identify the real alternatives your buyer trusts.
Step 2: Anchor the Why Now moment that creates urgency.
Step 3: Map the failure mode for each alternative.
Step 4: Write the contrast using safe positioning language.
Step 5: Convert the result into homepage and outbound-ready lines.
Time: 15 to 20 minutes.
Rule: Respect the alternative. Then show where it fails in this moment.
Who this is for
Founders and GTM teams in B2B SaaS who feel their positioning sounds like the category, pricing becomes the conversation too early, or the status quo keeps winning.
FAQs
Is this a competitor battlecard?
No. It is a positioning tool. It helps you win against the default choice, not only against vendors.
Do I need customer interviews?
No. Start with sales call notes and common objections, then refine with interviews later.
What should I update after completing it?
Your homepage hero, proof bullets, and outbound opener.