How to use it
Get a mix of the right people together in a room and set aside round 2hrs for the exercise. Download the model, make sure everyone has a copy (keep a few spare) and a pen.
1. Introduce the concept of a positioning statement
2. Give each group member a copy of the model
3. Ask everyone to individually and independently fill in the blanks on the model
4. Share and discuss your answers as a group
5. Collectively agree on the most appropriate answers to form your basic positioning statement
6. Finesse the specific words and grammar (if you feel it is necessary)
Hints & Tips
Look for and interrogate common threads and themes. Where does the consensus lie? If you’re finding bits hard, don’t be afraid to dig into specific elements and open up further discussions - at least you’ll know why and to what end.
A good rule of thumb for a positioning statement is to be informative first and evocative second. Filling in the blanks of the model will make sure your statement is informative but, once you’ve done that, you can start to play with the words. After all, you want your positioning statement to provoke the right emotional reaction from those who read it.