12 Questions · ~3 Minutes

The Positioning
Assessment

Fletch PMM × AI-Led Growth

This decision tree turns patterns from 400+ positioning projects into a practical diagnostic, grounded in April Dunford's framework from Obviously Awesome.

Find out which positioning approach fits your reality — not your aspirations — based on downstream go-to-market constraints.

1Answer 12 yes/no questions based on what's true today

2Watch for hedged positioning signals

3Get your positioning profile mapped to 1 of 4 outcomes

Question 1 of 12

Does your product reliably spread user-to-user without marketing forcing it? (viral loops, network effects, sharing)

If YES

You have a realistic path to Platform Play because distribution can come from usage, not just campaigns. Lower marginal cost per new use case because users do the work.

If NO

You do not get the Notion exception. You must earn reach through content, paid, partners, or sales. Relevance beats breadth — this pushes you toward Focused Wedge.

Your positioning profile is ready.

Enter your details below to see your full results — including your recommended positioning approach, what it means for your GTM, and red flags to watch for.

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Your Positioning Profile

Your Answers

Q1Does your product reliably spread user-to-user without marketing forcing it? (viral loops, network effects, sharing)-

Q2Can you credibly tell one story that is true for most of the buyers you want right now?-

Q3Is there a clear, entrenched category leader buyers default to today?-

Q4Do buyers already have an established name for what you do? (category maturity)-

Q5Do you have one specific use case where you win disproportionately often vs alternatives?-

Q6Can you afford 12+ months of consistent, high-volume marketing without needing immediate pipeline proof?-

Q7Do you have enough team capacity to support your positioning without volume sprawl?-

Q8Do your best channels reward message consistency over coverage? (AI search, authority, organic social)-

Q9Do customers discover you primarily through a specific workflow/problem moment (not a broad category search)?-

Q10Is your product fundamentally horizontal (many teams can use it) rather than a single workflow tool?-

Q11Are you willing (and able) to educate the market on a new problem/category for 12–24 months?-

Q12Can leadership tolerate saying "no" to most of the TAM for 6–12 months?-

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The PositioningAssessment

Does your product reliably spread user-to-user without marketing forcing it? (viral loops, network effects, sharing)

Your positioning profile is ready.