SecondPen.aiTemplates · Go-to-market, marketing & sales
Positioning statement (Geoffrey Moore) template
Origin: Geoffrey Moore, Crossing the Chasm (1991).
Start from this templateFree, no account needed. The blank is written with guidance in each section, ready to fill in.
Parts
- For [target] who [need], [product] is a [category] that [key benefit]. Unlike [alternative], we [differentiator]
How a tough reader scores it
When you score a draft against this format, the Critic evaluates this positioning statement. The weights add up to 100; the fixes for the weakest criteria arrive as cards in the editor.
| Criterion | Weight |
|---|---|
| Target is a specific segment, not "everyone" | 20 |
| Need is compelling and real | 15 |
| Category is one buyers already understand | 15 |
| Benefit is singular and outcome-based | 20 |
| Differentiator is true, provable, and not claimable by the alternative | 25 |
| Readable in one breath | 5 |
How it works in SecondPen.ai
Open the template and the editor writes the blank once, with a line of guidance under each heading that you delete as you fill it in. Write your abstract and the editor names the format it reads like. Ask for a document with a slash command and it offers to start from the matching format. When the draft is ready, the Critic scores it against the criteria above, the way this format's toughest reader would, and the three highest-leverage fixes become Editor cards.
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