Positioning & Strategy
Deciding what you are, and what you are not.
A strategy course for people who have to make the choice rather than describe it. It works through segmentation, positioning, competitive reality and the sequencing that turns a position into a plan somebody can execute.
4.7h
Study time
13
Lessons
4
Modules
4.8
Rating
372 reviews
Enrolment
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Subjects covered
5 topics
Knowledge map
What you will be able to do
- Choose a segment on evidence rather than convenience
- Write a position that constrains decisions rather than describing ambitions
- Map a competitive field without flattering yourself
- Sequence a strategy into work a team can start on Monday
Curriculum
4 modules · 13 lessons
- 01Segments Are Choices, Not DescriptionsThe judgement calls behind segmentation, and what each of them costs.22m
- 02Finding the Buyer Behind the UserThe working method for positioning, reduced to what actually matters.20m
- 03Sizing Without FantasyThe judgement calls behind competition, and what each of them costs.24m
- 01The Alternative They Would Otherwise UseWhere sequencing usually goes wrong, and how to notice it early.24m
- 02Differentiation You Can DefendHow narrative works in practice, once the deadline is real.22m
- 03Writing the Position in One ParagraphThe working method for segmentation, reduced to what actually matters.18m
- 04Testing a Position Against Real ObjectionsThe judgement calls behind positioning, and what each of them costs.20m
- 01Mapping Substitutes, Not Just RivalsHow competition works in practice, once the deadline is real.22m
- 02Where Advantage Actually Comes FromA close look at sequencing and the failures it is meant to prevent.26m
- 03Reading a Competitor HonestlyMaking narrative explicit enough that somebody else could repeat it.20m
- 01Sequencing Beats PrioritisingThe working method for segmentation, reduced to what actually matters.24m
- 02The Strategy MemoThe judgement calls behind positioning, and what each of them costs.22m
- 03Making It Survive Contact With the TeamA close look at competition and the failures it is meant to prevent.20m
Assessment
Assessment is by written response. Quizzes are retryable and explained after submission.
Quizzes
- Segments and Position5 questions · pass 70%
Assignments
- A Positioning Brief30 points
What students say
- 5 out of 5Suzanne Whitfield — Researcher
I have taken a lot of courses on this subject and this is the first one that explains why the rules exist rather than just listing them.
- 5 out of 5Meike de Vries — Product designer
The reading is short and the practice is not, which is the right way round. I finished the first module in an evening and then spent a week on the exercise.
- 4 out of 5Idris Farah — Engineering manager
What I did not expect was how much of this is about writing things down. Half the value was being forced to state what I was optimising for.
Fictional reviews — demonstration content only
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