If you struggle to explain your product in a sentence or two,

this post is for you 👇🏻

Most founders struggle to succinctly explain their business.

This shows up in their elevator pitch.

On their websites.

In their content.

Three years ago, Robert Kaminski 🎯 and I sought out to figure out why this was such a struggle — and how to fix it.

We realized that what SHOULD be a simple question (i.e. "what is your product") is actually incredibly complicated to answer.

This is further aggravated by the fact that most of the "advice" sends them down a path that leads to vagueness and missing clarity.

Below is a method we've developed over the course of 400 positioning projects with B2B software companies.

The goal of this framework is to leave zero room for ambiguity.

Too many "frameworks" only work when applied by the creator of the framework.

They use wishy-washy definitions of terms, and leave you and your team to pick up the pieces.

I was talking to Katie Mitchell who was referring to a framework she tried by a well-known thought leader:

"We wanted to use it in our business, but it basically crumbled when we tried to apply it.

Our goal is to give you a framework that works even if you DON'T hire us.

Give it a try and see what you think!