As a founder, you live and breathe your vision. The solution seems obvious, the value undeniable. But when you try to explain it, you’re met with blank stares, polite nods, or the most dreaded question of all: “So, you’re kind of like [insert massive, unrelated competitor here]?”
This disconnect is frustrating, and it’s a symptom of a foundational problem. Too many founders believe the key is to find the perfect tagline or a clever new feature description. They obsess over the words—the messaging.
But messaging is just the paint on the walls. It’s useless if the house isn’t built on the right plot of land. And that land is your positioning. Confusing the two is one of the most common—and costly—mistakes a founder can make.1
Positioning: Your Place in the Universe
Positioning isn’t a slogan; it’s a strategic decision. It’s the unique space you decide to occupy in your customer’s mind. It is the answer to the silent questions every potential buyer has:
- Who is this for?
- What problem does it solve?
- Why is it distinctly different from any other option?
Think of it as claiming your territory. Are you the rugged, off-road vehicle for the adventurer, or are you the sleek, luxury sedan for the executive? You can’t be both. Positioning is the stake you plant in the ground, declaring, “This is who we are, and this is the corner of the universe we own.” It’s a choice that dictates every subsequent decision you make—from product development to pricing.
Messaging: The Language of Your Kingdom
If positioning is the territory you claim, messaging is the language you speak there. It’s the collection of words, phrases, and stories you use to communicate your position to the world. It’s the copy on your website, the script for your sales team, and the text in your ads.
Your messaging should be a direct reflection of your positioning. If your position is the “easiest-to-use accounting software for freelancers,” your messaging shouldn’t be filled with complex jargon about enterprise-level APIs. It should scream simplicity, freedom, and control.
The core mistake founders make is starting with messaging. They try to find clever words for a product that has no clear position. The result is generic, confusing, and instantly forgettable language that sounds like everyone else.
Where It All Goes Wrong
- You sound like a commodity. Without a unique position, your messaging defaults to a list of features and benefits—the exact same things your competitors are talking about. You become just another voice in the noise.
- You attract the wrong customers. If your position is unclear, your messaging will be a wide, generic net. You’ll waste time and money talking to people who will never buy because you never defined who you were for in the first place.
- You can’t say “no.” A strong position is a filter. It tells you which features not to build and which markets not to enter. Without it, you chase every shiny object, leading to a bloated product that serves no one perfectly.
Get It Right: Position First, Message Second
True differentiation isn’t born from clever copywriting; it’s the result of a courageous strategic choice.
- Define Your Villain: What is the fundamental problem, frustration, or outdated worldview that you exist to fight? Your position should be in direct opposition to this enemy. This is the foundation of your brand’s myth.
- Identify Your Hero: Who, specifically, are you fighting for? Get radically specific about the audience that feels this pain most acutely. Your position is your promise to them.
- Claim Your Promised Land: What is the unique victory or transformation you offer? Is it radical simplicity? Is it elite status? Is it creative freedom? This outcome is the unique territory only you can provide.
Only when you have planted that flag—when you have established your unwavering position—can you begin to craft the messaging that will attract the true believers to your cause.
Don’t start by asking, “What should we say?”
Start by asking, “Who are we, and what hill are we willing to die on?“
The answer to that question isn’t just messaging. It’s the beginning of a legend.