8. POSITIONING:
What makes you different?
What We
Are
What We
Do
How We
Do it
Who We Do
It For
Why We
Do It
Tangible Intangible
9. PUT IT ALL TOGETHER
For: (target customer)
Who is dissatisfied with: (the current alternative or status quo)
We are: (state your category and difference)
That provides: (key problem solving capability)