Write a Product Positioning Brief in Notion
Write a positioning brief that separates evidence, audience, alternatives and the claim you intend to test. This is a manual document workflow; a polished page does not validate positioning.
Step-by-step guide
Check access and scope
Collect current customer evidence and agree on one decision owner. Keep confidential interview sources restricted when sharing the brief.
Name the audience
Define the audience and the situation in which the product is chosen.
Describe real alternatives
Describe current alternatives using evidence instead of slogans.
- Worked example: For an invitation-management capability, distinguish administrators dealing with recurring onboarding from occasional collaborators. A security-focused message and a convenience-focused message should be tested against their actual tasks.
State differentiated value
Write the differentiated value and conditions under which it matters.
Link conflicting evidence
Link supporting and contradicting research records.
Plan the message test
Record test messages, review owners and the decision date.
Verify the result
Every important claim has supporting evidence or a clearly labeled open assumption.
Common mistakes
Avoid the main failure mode
A list of product features is not a positioning argument. Explain the relevant outcome and why the audience would choose it over its current method.
Check the handoff edge case
Combining several audiences into one positioning paragraph obscures which outcome matters. State the primary situation and decision separately.
Sources and verification
Based on product documentation checked on 2026-10-24. This is a documentation-based guide, not a hands-on benchmark. Features and availability can change.