// GTM
Positioning
The deliberate choice of what your product is, who it's for, and what it's better than. April Dunford's discipline.
In depth
Positioning has five components: alternatives, unique attributes, value, best-fit customer, market category. Weak positioning is the root cause of most 'we can't seem to close deals' problems even when the product is good.
Related terms
Jobs to Be Done
Clay Christensen's framework: customers 'hire' a product to do a specific job in their life or work.
Category Creation
The strategic move of defining a new market category and positioning your company as its default leader.
ICP
Ideal Customer Profile, the tightly-defined firmographic + behavioural profile of the accounts you win, keep and expand.