Creating a clear positioning statement is crucial for any startup—or even an established business lacking focus. A clear positioning statement defines your purpose, who you serve, and what makes you unique. But there’s more to it. If you want to take things further, a Manifesto can strengthen your internal culture and make your message even more powerful.
In this article, I’ll explain how to create a simple, effective positioning statement for startups and why evolving it into a Manifesto can add long-term value to your business.
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What Is a Positioning Statement?
A positioning statement is a short, clear summary of what your business does, who you serve, and why you’re different. It acts as a guide for your marketing, sales, and communication efforts. When done well, it provides focus and helps align your team with the company’s mission.
Here’s what a clear positioning statement should include:
- What you do: Explain your product or service in simple terms.
- Who you serve: Define your target audience or ideal customer.
- What makes you unique: Highlight the key difference between you and your competitors.
A good positioning statement ensures that your team and your customers know exactly what your business is about.
Why a Manifesto Goes Further
While a positioning statement tells people what you do, a Manifesto goes deeper. It connects your purpose with your values and mission, giving your business a clear identity that resonates with employees and customers.
A Manifesto adds passion and purpose to your positioning. It’s about what you do, why you do it, and what you stand for. A well-crafted Manifesto can energize your team and inspire your customers to buy into your brand on a more emotional level.
How to Create a Positioning Statement
- Start with the basics: Identify what your business does and the problem it solves for your audience.
- Define your audience: Be as specific as possible about who your product or service is for. Focus on their pain points and needs.
- Explain what makes you different: What sets you apart from others in the market? Highlight your unique value proposition clearly.
Turn It into a Manifesto
After you create a positioning statement, consider expanding it into a Business Manifesto. This is where you bring in your company’s deeper mission and values. A Manifesto tells your audience and team why your work matters and what you believe in.
For example:
- Why does your company exist beyond just making money?
- What change do you want to see in your industry or the world?
- What core values guide your decisions?
Your Manifesto becomes a part of your company culture. It can help your team feel united and ensure everyone works toward the same big-picture goals.
Read More: How Startups Can Win and Keep Customers: Effective Retention Strategies
A Strong Message Aligns Everyone
Whether you’re working on a basic positioning statement for startups or building a full Business Manifesto, the goal is the same: alignment. Your team should understand your company’s mission and values, and your customers should feel connected to what you stand for.
When your message is clear and inspiring, it becomes easier to attract the right audience, build brand loyalty, and achieve long-term success.
Additional Resources
→ My Lead Generation Reading List
$100M Offers by Alex Hormozi
$100M Leads by Alex Hormozi
Expert Secrets by Russell Brunson
The Art and Business of Writing by Nicolas Cole
Founder Brand by Dave Gerhardt
Predictable Revenue by Aaron Ross & Marylou Tyler
The Challenger Sale by Matthew Dixon & Brent Adamson
→ My Sales & Marketing Stack
