One page.
Always current.
Your positioning brief, on a single page, re-written by the Analyst whenever pillars, competitor moves, win/loss patterns, or launch decisions change. Versioned end-to-end, so the team can see exactly when and why the story shifted.
Strategy decks die in Drive folders. Briefs that update themselves stay alive — and stay forwarded.
Sign in or create a free account. The brief regenerates as your pillars, audits, and memory entries accumulate.
“Our strategy doc is irrelevant ninety days after the offsite.”
The team locked the positioning at the Q1 offsite. The deck was beautiful. By April, the pricing page told a different story. By May, three reps were pitching different pillars. By June, the deck was a relic and the strategy lived in Slack DMs.
Static deliverables can’t hold positioning. Markets move, features ship, competitors pivot — and nothing updates the source. The fix is a brief that re-writes itself as the inputs change, with a version history you can argue with.
Positioning Brief is the one document that’s actually current — because it’s the one document the Analyst keeps re-deriving from the live evidence.
Six blocks. One page.
Designed to be read in three minutes and forwarded in one click. Each block is short and quotable; full evidence trails live behind every claim.
Category & ICP
The category you compete in (in your own words and the buyer’s) and the buyer you serve. Drift here is the source of every other drift.
Three to five pillars
The differentiated claims the rest of the company hangs from. Every pillar links to the proof, the audit lens that scored it, and any drift detected in the last 30 days.
Competitive frame
Who you’re measured against, who you’re not, and the one-line pitch that beats each. Updated when Competitor Signals fires.
What just changed
The last five material moves: a launch, a pillar refresh, a new objection, a competitor repositioning. Recent enough to brief on; old enough to be settled.
Open questions
The two or three positioning calls that aren’t settled — surfaced explicitly so the team can argue them rather than wake up to them.
Version history
Every regeneration is a version. Diffs show what changed between v0.6 and v0.7 — pillar swap, ICP narrowing, new competitor — with the trigger that caused it.
Acme — Positioning Brief v0.9.
Revenue OS for B2B SaaS finance and ops teams. Buyer-side language: ‘the system that ties pricing to product to comp.’
100\u20131,000 employee B2B SaaS. Series B+. Ops or RevOps owner. ICP-fit pricing minimum: 25 seats.
(1) Coherent — pricing, comp, and product on the same surface. (2) Defensible — audit log + row-level governance, GA. (3) Native — built for the workflow, not bolted on.
(1) Row-level governance shipped GA (Launch Playbook v3). (2) Competitor A repositioned to ‘revenue intelligence’ (Signals high-severity). (3) Three losses on governance trust (Win/Loss pattern); /vs/competitor-a/governance page now scoped.
(a) Should ICP narrow to >500 emp, or do we keep the 100\u2013500 band? (b) Pricing positioning vs. usage-based competitors not yet settled.
Short answers.
Whenever a material input changes: a launch ships, a competitor moves, an audit run, a win/loss pattern crosses threshold. You can also re-trigger manually.
Anyone in the workspace. Edits create a manual-revision branch; the next auto-generation diffs against your edits and flags conflicts.
Yes — that’s the point. If you maintain a separate deck, it will drift. The brief is designed to be the one source the team forwards.
Markdown, PDF, or a public read-only link. Most teams forward the link; some paste the markdown into a wiki.
Related capabilities.
Strategic Context
The brief reads from Strategic Context. Every audit, signal, and decision feeds it; the brief reflects the current state.
See Strategic Context →Analyst
The Analyst writes the brief. It’s the same agent your team chats with — same evidence, same tools.
See Analyst →Launch Playbook
Launches re-trigger the brief. Pillar-doc updates from launches show up as the next version.
See Launch Playbook →One brief. Always current. Versioned forever.
Generate the first version in a workspace; the brief regenerates on its own as your pillars, audits, signals, and win/loss notes change — with diffs you can argue with.
Further reading
The 5-Layer Positioning Framework
Most positioning work defines one or two layers and assumes the rest will follow. It doesn't. Here's the five-layer stack, why each has to be named explicitly, and the failure mode when a layer is skipped.
The Positioning Brief for Multi-Product Portfolios
A single positioning brief works for a single product. A multi-product portfolio requires a three-tier brief structure — corporate, portfolio, product — and specific discipline about which layer does which work. Here's the structure, and the mistakes that appear when the tiers collapse.
Positioning Brief Evolution: How Briefs Should Change Over Time
A positioning brief that hasn't changed in two years is either a company that nailed positioning on the first try or a company that stopped looking. The six evolution patterns, when each appears, and the one that usually means trouble.