Super Positioning
A neuroscience-driven framework for positioning your startup — covering strategic narrative, homepage messaging, and four core positioning strategies. Read it free below.
Buy on AmazonPart I
Introduction
1. Introduction
Super relevant, useful, & memorable
Welcome! I'm Luke, your humble author.
Read chapter →2. Origin stories
Your origin story (and mine): Who, what, why, & how
We're going to talk a lot about specifics in this book, and the best place to start getting specific is with your origin story.
Read chapter →3. The hook test
The hook test (billion-dollar hooks)
How do you know if you have a positioning problem?
Read chapter →Part II
Super positioning
4. The three prongs
The three prongs of super positioning
Soon, we're going to start diagnosing your positioning problems and look at ways you can build a super position. In this chapter, however, we're going to diagnose what's gone wrong with positioning as a concept itself.
Read chapter →5. Prong 1 — Go big(ger)
Prong 1: Go big(ger) — categories & narratives
The first prong in super positioning is change stories, and the biggest proponent of the biggest kinds of change stories — category creation — was 2016's Play Bigger, as we touched on last chapter.
Read chapter →6. Prong 2 — Go narrower
Prong 2: Go narrower — niche, analysis, & vision
On the one side, we have these story 1 pitches that are, on the whole, usually about a concept that's bigger than your company or product on its own. They might be about a change happening 'out there' on the radar that necessitates a new way of doing things, for example. Done well, that drives relevance.
Read chapter →7. Prong 3 — Go broader
Prong 3: Go broader — brand, synthesis, & 2x2s
Maybe Dunford's approach resonates with you if you lean towards the left-brain mode of attention, or maybe you actually prefer the big right-brain category story. If you do, that's fine — venture-backed startups are about becoming the megahit, after all — but getting there can require going narrow first.
Read chapter →Part III
Positioning exercises
8. Strategic specifics
Exercise 1: Strategic specifics
The best and hardest thing about positioning is that it forces you to be specific.
Read chapter →9. Strategic narrative
Exercise 2: Strategic narrative
Creating a strategic sales narrative is the focus of our second positioning exercise and, in some ways, this entire book! It's one of the most crucial things you can do to work out your super position simply because it captures the life-changing magic of Writing. Things. Down.
Read chapter →10. Strategic messaging
Exercise 3: Strategic messaging
We've gone from inputs (the specifics from chapter 8) to alignment on a strategic narrative in the previous chapter (chapter 9), and now we'll look at customer-facing outputs in the form of strategic messaging that will help build your super position.
Read chapter →Part IV
Strategies & examples
11. Ride it
Ride it & prove value on a wave
Welcome to the strategy section! This is where we'll run through the four super positioning strategies — ride it, find it, own it, or combine it.
Read chapter →12. Find it
Find it & discover unique value in a niche
Find it in a nutshell:
Read chapter →13. Own it
Own it & associate value with your brand
Own it in a nutshell:
Read chapter →14. Combine it
Combine it & build a super position
Combine it in a nutshell:
Read chapter →