Positioning sessions for CEOs who make the category before the market does.
Positioning decisions — who you're for, what you do, why you win — happen best on a whiteboard where the full leadership team can debate them. BoardSnap captures the positioning framework before the team starts writing web copy from competing interpretations.
Why ceos love this workflow
Positioning is the CEO's job — not the marketing team's. It's the strategic claim about who you serve and how you win that every piece of go-to-market material should flow from. Positioning sessions on a whiteboard are where you stress-test the claim, validate the target segment, and name the category before someone else names it for you.
BoardSnap reads the positioning whiteboard, the target segment definition, the differentiation claims, the competitive alternatives being displaced, and the 'only we can say' statements and produces a structured positioning document. The whole company writes from the same source of truth.
The exact flow
- Define the target customer precisely
Write the specific customer type — not 'enterprise' but 'product managers at B2B SaaS companies with 50-500 employees who run agile sprints.' Precision here is everything.
- Name the category you're in — or creating
What category does your product belong to? If the category doesn't exist yet, name it on the whiteboard. The first to name the category often wins it.
- Write the differentiation claims
What do you do that no alternative does as well? Write three specific claims. Test each: 'Is this true? Is it provable? Does the customer care?'
- Name the alternatives being displaced
What does your customer do today instead of your product? The alternatives reveal what you're really competing with — often not what you think.
- Snap the positioning board
Open BoardSnap and capture. The full positioning framework is documented before any copy is written.
What you'll get out of it
- Positioning is defined at the CEO level — not delegated to the marketing team
- The target customer is specific enough to make trade-offs from
- Differentiation claims are specific and testable — not generic marketing language
- The whole company writes from the same positioning source
- Positioning history shows how the company's market narrative evolved
Frequently asked
Can BoardSnap read a positioning template with multiple sections?
Yes. Positioning templates — 'For [target], [product] is the [category] that [differentiation] because [proof]' — are read by BoardSnap AI with each section captured separately in the output.
How does the positioning document connect to website copy?
The positioning document is the brief that website copy flows from. Share the BoardSnap output with your copywriter or marketing lead before any copy is written. Every word on the site should trace back to the positioning decisions on the whiteboard.
How often should we revisit positioning?
Annually for stable markets, more frequently if the product, competitive landscape, or customer segment is changing. Any time you're confused about why deals are being lost or won, it's time to revisit.
Can I use the positioning document for investor pitches?
Yes. The structured positioning output — target customer, category, differentiation, alternatives displaced — is the core of a compelling investor pitch narrative. Use it as the foundation for your pitch deck's market and product sections.
CEOs: try this on your next positioning.
Three taps. Action items in your hand before the room clears.