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02 Position
What you say, and who you say it to.
One sentence a stranger can repeat beats a deck they admire.
Category
The market you claim and the buyer you claim it for. Both are decisions, not discoveries.
Message
The one claim every page, deck and cold email leads with. Written down, or it drifts.
Framing
Where you win against the alternatives your buyer is weighing — including doing nothing.
Naming
What things are called — product, plans, features. Names are positioning at its smallest.