Working guide · 10 questions

Clear positioning starts
with better questions.

Work through your audience, your approach and the evidence behind your difference. Then turn your answers into a statement you can test.

Start the workbook

Your business today

01 / What do customers hire you to help them achieve?Describe the change you help create, beyond the name of your service.02 / Which parts of your work create the most value?Use real projects, customer feedback and repeat requests.03 / What belief or principle guides the way you work?Explain how that principle changes a decision or part of your process.

Your customer

04 / Who do you serve today, and who do you want to serve?Separate your current customer base from your intended audience.05 / What situation makes that customer look for help?Describe a real trigger, not only an age or job title.06 / What alternatives does that customer compare you with?Include doing it themselves, delaying the decision or choosing another approach.

Your difference

07 / What do you do differently, and why does it matter?Choose a difference the customer values and can recognise.08 / What evidence supports that difference?Use a process, example, testimonial or documented result. Do not invent proof.

Your direction

09 / How are you seen by customers, and by people who do not know you yet?Find a gap between the experience you deliver and the impression your communication creates.10 / What should a suitable customer understand in one sentence?Combine audience, need, approach and a credible reason to choose you.

Bring it together.

We help [specific audience] address [important need] through [approach]. Our difference is [relevant distinction], supported by [evidence].

Your positioning statement

Test this with a suitable customer: what do they understand, what feels relevant and what remains unclear? Refine the wording using their response.

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From insight to action

A useful starting point.
A conversation when you need it.

Use what you learn to improve one part of your marketing. If the next step needs a closer look, bring your questions to Mila.

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Clear positioning starts
with better questions.

Your business today

Your customer

Your difference

Your direction

Bring it together.

A useful starting point.
A conversation when you need it.

Netherlands

Brazil

Clear positioning startswith better questions.

Your business today

Your customer

Your difference

Your direction

Bring it together.

A useful starting point.A conversation when you need it.

🇳🇱 Netherlands

🇧🇷 Brazil

Clear positioning starts
with better questions.

A useful starting point.
A conversation when you need it.

Netherlands

Brazil