This is a working session, not a lecture. Keep a notes doc open. Write in full sentences. If an answer feels vague, that is the signal to make it smaller, not to move on.

You complete four moves:

1. Audience: who this is for, tightly enough that you could find 20 of them
2. Value: the result they buy, in language they would repeat to a colleague
3. Differentiation: the contrast that makes you the obvious pick
4. Position: one sentence you can put on a page, an offer, and an outreach note without changing the claim

You leave with a one-sentence position, a short proof list, and copy you can drop onto a homepage, an offer, and outreach.

How it is built:

• 15 lessons across 5 chapters (Start here, Audience, Value, Differentiation, Your position)
• Checks after audience, value, and differentiation, then a final quiz
• 60 to 90 minutes if you stay honest

A usable position can finish this sentence without extra explanation:

For [this person], we are the [category] that [distinct result], because [proof they can check].

If two competitors could say the same sentence without lying, it is not a position yet.

Who it is for: early-stage founders who need the homepage, the offer, and outreach to say the same thing.

Who it is not for: anyone looking for a digital marketing roadmap, ads, funnels, or a done-for-you rebrand.