Free tool · Competitor Positioning Grid · about 45 minutes Record. Plot. Differ.

Record the first line, buyer and proof of four alternatives in their own words, score each on two axes, then write the open space and your position.

Four alternatives

Two axes

Position sentence

No sign-up

1 · The two axes

Horizontal axis, 1 to 5 (Horizontal axis)Vertical axis, 1 to 5 (Vertical axis)

2 · Alternative 1

Name, including doing nothing or in-house (Alternative 1 name)First line of their message, copied exactly (Alternative 1 first line)Who they say they serve (Alternative 1 buyer)Proof they show (Alternative 1 proof)Horizontal score (Alternative 1 horizontal)Vertical score (Alternative 1 vertical)

3 · Alternative 2

Name, including doing nothing or in-house (Alternative 2 name)First line of their message, copied exactly (Alternative 2 first line)Who they say they serve (Alternative 2 buyer)Proof they show (Alternative 2 proof)Horizontal score (Alternative 2 horizontal)Vertical score (Alternative 2 vertical)

4 · Alternative 3

Name, including doing nothing or in-house (Alternative 3 name)First line of their message, copied exactly (Alternative 3 first line)Who they say they serve (Alternative 3 buyer)Proof they show (Alternative 3 proof)Horizontal score (Alternative 3 horizontal)Vertical score (Alternative 3 vertical)

5 · Alternative 4

Name, including doing nothing or in-house (Alternative 4 name)First line of their message, copied exactly (Alternative 4 first line)Who they say they serve (Alternative 4 buyer)Proof they show (Alternative 4 proof)Horizontal score (Alternative 4 horizontal)Vertical score (Alternative 4 vertical)

6 · You, scored last

Your name (Your name)Your first line (Your first line)Horizontal score (Your horizontal)Vertical score (Your vertical)

7 · Space and position

Where is the open space, and have three clients confirmed they want it? (Open space)Position: for [buyer] who [situation], we are the [category] that [difference], unlike [alternative] (Position)

Use public information only and copy their words exactly. Score yourself last. Nothing you type leaves this page.

Your positioning grid

Then test it

Check the space with three clients. Ask whether they would want and pay for what the open space offers. Space nobody wants is not an opportunity.

The method is in The Brand Code: Your Competitors Are Not Who You Think, How to Do a Competitor Analysis for Positioning and Competitor Positioning Grid. Write the sentence with the Positioning Statement Builder.

Questions

Who should I include?

Four real alternatives buyers weigh, including doing nothing or doing it in-house.

Where do I find their first lines?

On their websites, directory entries and LinkedIn pages. Copy them exactly.

Is it ethical?

Yes, using public information. Do not misrepresent yourself or use confidential material.

How often should I redo it?

Once a year, or when a new entrant appears.

Is my page saved?

Only in your browser, on this device. Nothing is sent to us.

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Next step

A grid shows the gap. A position fills it.

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