60 days startup lesson - 21 Positioning: Why You, Why Now?

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  60 days startup lesson - 21

Positioning: Why You, Why Now?


In a crowded marketplace, being good is not enough—you need to be the obvious choice. That’s where positioning comes in. Positioning answers two critical questions:
👉 Why should your customer choose you?
👉 Why is now the right time?
This lesson will guide you through the power of positioning and how it can differentiate your brand, product, or service in a way that resonates with the right audience at the right time.


  1. What is Positioning?
    Positioning is how your target audience perceives your product or brand relative to competitors. It’s about carving out a unique space in the customer’s mind.

  2. Why You? (Your Unique Edge)

    • Define your unique selling proposition (USP).

    • What makes you different, better, or more relevant than the alternatives?

    • Highlight your strengths, expertise, or value that competitors can’t easily copy.

  3. Why Now? (Timing Matters)

    • What’s changing in the market, trends, technology, or customer behavior that makes your offering urgent today?

    • Are you solving a new pain point or improving an existing solution?

    • Create a sense of relevance and urgency.

  4. How to Craft a Strong Positioning Statement

    • For [target customer] who [customer need], our [product/service] is [market category] that [unique benefit].

    • Example: "For remote teams who need seamless collaboration, our tool is the fastest, real-time solution that keeps everyone in sync."

  5. Common Positioning Mistakes

    • Being too broad

    • Trying to please everyone

    • Ignoring current trends or customer timing


Positioning isn’t just about standing out—it’s about standing where your ideal customers are already looking. By clearly defining why you’re the right choice and why the timing is perfect, you can capture attention and drive action. Get your message aligned, and you’ll find your market will respond.


  • Does your current positioning clearly answer: Why you? Why now?

  • If not, what can you improve to make it more focused, unique, and timely?


  • ✅ Talk to your target audience regularly to stay aligned with what’s urgent for them

  • ✅ Use competitor research to sharpen your uniqueness.

  • ✅ Align your positioning across all channels—website, social media, sales pitches.


"The essence of strategy is choosing what not to do." – Michael Porter

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