3.2
Positioning Canvas
A five-step procedure that derives a market category from competitive alternatives, unique attributes, the value they produce, and the segment that cares.
April Dunford, Obviously Awesome (2019)
What it does
Five steps: competitive alternatives → unique attributes → the value those attributes produce → who deeply cares about that value → what market category makes the value obvious. Ries–Trout made operable.
When it breaks
Powerful only where you can choose the category. In regulated or mature markets step five is locked, and the canvas quietly becomes a four-step exercise.
Case
Dunford's signature story is Janna Systems, repositioned from generic enterprise CRM to “CRM for investment banks.” Siebel acquired it in an all-stock deal announced 11 September 2000 at US$975m, not the $1.7bn that circulates in retellings.
CNN Money · Siebel to buy Janna Systems ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
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