Resources · Founders priced against the wrong competitor
Find the category buyers keep filing you under by mistake, then write the one sentence that moves you out of it and prove it.
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What you get
Positioning worksheet · 4 steps · ~20 minutes
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How to use it
Do step one before you write anything. Ask five recent buyers what they thought you were before you spoke, and write the answers down verbatim without correcting them. If three give the same wrong answer, you have a category problem and it is costing you price. Only then write the reframe, and do not ship it until someone outside the company can repeat it back from memory.
Best fit
Founders whose buyers compare them with the wrong competitor and open every call with a discount question.
Not for: teams without recent buyer conversations to draw on. The template runs on what real buyers said, not on internal opinion about what the category should be.
FAQ
A positioning statement describes what you want to be. This starts from what buyers already think you are, which is the thing actually setting your price. The reframe is the bridge between the two.
That is a useful result, not a failed exercise. Scattered answers usually mean the category is unclear rather than wrong, which is a different fix: pick one and repeat it everywhere before you worry about which competitor you sit next to.
Yes. A reframe without one is a claim, and buyers screen hardest for the distance between a claim and a demonstration. One checkable client result is enough to start.
If the category reframe surfaces a constraint you would rather solve with senior help, the next step is a Growth Diagnosis call. Bring your result, we will pressure-test the constraint it names and sketch the next move in 20 minutes.
Last updated: 6 August 2026
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