Simple templates to help you define your messaging and positioning. Created for B2B SaaS startups. But they will work with B2C, too. What your Positioning document should include: 1. Product description. What is it? 2. Target segment. ICP (Company info) + Buyer Persona 3. Market category 4. Jobs-to-be-done 5. Key benefits 6. Competitive set (direct + indirect) 7. Differentiation What your Messaging document should include? 1. Company Description (Long/short) 2. Unique value proposition 3. Tone of voice 4. Key features - Capabilities/Advantages - Key benefits 5. Old way (without your product) New way (with your product)