PDF workbook + homepage template · 2026 edition
B2B Positioning by Subtraction
Make a technical product easier to buy without making the technology sound generic.
The outcome. You will finish with one positioning sentence, a proof hierarchy, and a complete homepage outline your team can review.
What is inside
- A customer-language evidence worksheet
- The operational problem, commercial consequence, technical mechanism model
- A competitive alternative map
- A claim subtraction exercise
- A message hierarchy for buyer, operator, and technical evaluator
- A section-by-section homepage writing template
The path through the guide
- Collect buyer language
- Name the operational problem
- Calculate the commercial consequence
- Choose the technical proof
- Subtract generic claims
- Write the positioning sentence
- Build the homepage outline
Tool shortcuts in the guide: Notion. Affiliate status is always disclosed at the link destination and in the guide.
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