"What problem are we solving?"

There's one huge reason why startups struggle to answer this 👇🏻

This should be obvious, but it's not:

→ Problems are contextual.

There isn't just ONE problem you're solving.

There's a WEB of problems — and they are found in different locations.

For example, you're in a category... there's a specific set of problems that likely you're solving (when compared to other solutions in the category!)

Or if you solve a specific use case... there's a different set of problems related to the ways people try to accomplish that workflow.

Or if you replace a different tool all together... there's still ANOTHER set of problems that you solve.

This is the great joy (or great pain depending on your personality) of positioning.

I have an example here that shows several different reference points for our company FletchPMM (we call them "positioning anchors").

We can find different problems for each of those anchors, and they result in a very different positioning narrative.