Illustrative: positioning an AI startup when every competitor sounds identical
A hypothetical positioning exercise for an AI company whose category language has collapsed into the same claims about speed, automation and intelligence.
Strategy exercise: repositioning an AI startup whose category language has become indistinguishable from its competitors.
When technology becomes easier to copy, positioning has to move from capability claims toward a distinctive customer outcome and point of view.
This is an illustrative strategy exercise. The numbers are scenario inputs used to make the diagnosis and measurement model concrete.
What was actually stuck?
Assume an AI startup has strong product capability but its homepage says the same things as 30 competitors: automate workflows, save time, increase productivity and use AI agents.
What did the evidence suggest?
The company is positioning around what the technology can do. Buyers need a reason to believe why this company is the right choice for a particular problem, team and risk profile.
From diagnosis to intervention.
Interview customers around the job they hired the product to perform.
Separate category table stakes from distinctive product truth.
Choose a narrow strategic audience where the product advantage matters most.
Build a positioning system with problem, promise, proof and point of view.
Rebuild the website around buying decisions rather than product features.
What should move if the strategy is working?
What changed?
Illustrative target: make the company recognisable for a specific problem rather than another generic AI capability.
Principles, not playbooks.
Differentiation is a choice about what not to compete on.
A positioning statement is useful only if it changes commercial behaviour.