Positioning: What makes us special? | This exercise is based on April Dunford's "Obviously Awesome" framework. Here's a summary of her book.
Our story: How do we communicate it? | This exercise is based on the Storybrand framework by Donald Miller. Here's a summary of his book.
| Questions | Team member I | Team member II | Team member III | Examples |
|---|---|---|---|---|
| Competitors and alternatives | ||||
| Unique attributes: what features/capabilities do we have that alternatives do not? | ||||
| Value and benefits: what value do the attributes enable for customers? | ||||
| Target market characteristic: who cares a lot about that value? | ||||
| Trends: what trends make us relevant right now? |
<aside> 👉 A character has a problem, then meets a guide who gives them a plan and calls them to action. That action either results in success or failure.
</aside>
A CHARACTER Who is our target audience? What does he want?
Team member I
Team member II
Team member III
HAS A PROBLEM
| Problems | Team member I | Team member II | Team member III |
|---|---|---|---|
| Villain | |||
| What are we against? | |||
| External | |||
| What are the problems he deals with? | |||
| Internal | |||
| How is this problem making her feel? | |||
| Philosophical | |||
| Why is it "just plain wrong" for her to be burdened by this problem? | |||