on Marketing

The problem with almost all positioning frameworks: They take you way too far into the weeds. The goal of positioning is to make it abundantly clear how you’re different from the (appropriate) alternative. That’s it.

Identifying your growth levers

Your growth model starts with finding the specific actions and metrics that drive your business forward, called growth levers. These are things like acquiring new users, improving onboarding, or increasing repeat purchases.

To identify them, break your business into five areas:

• Acquisition (how users find you)

• Activation