One internal sentence: who, need, category, benefit, alternative, proof.
The Geoffrey Moore positioning statement is the Crossing the Chasm formula: For [target] who [need], [product] is a [category] that [benefit]. Unlike [alternative], we [proof]. It is an internal alignment tool, not homepage copy. Fill it after you know the alternative and the category.
Target is a role plus company type. Need is the trigger, not a feature wish. Category is an aisle buyers already understand. Benefit is one outcome. Unlike names a real alternative. We is proof you have today.
Same Scribe example as the Dunford page — the statement is the record of that work.
Scribe
| Field | Filled |
|---|---|
| For | VPs of Marketing at mid-market B2B SaaS |
| Who | cannot prove which articles created pipeline |
| Is a | content performance analytics product |
| That | ties every URL to a Salesforce opportunity |
| Unlike | GA4 dashboards and agency retainers |
| We | show deal-level attribution without a data team |
If you will not name the alternative, three rivals can paste the same sentence.
Use the words the buyer already searches. Invented categories belong in a category-design program, not this sentence.
One economic buyer. Variants later. “Marketers” is not a target.
A closed-won quote, a metric, or a capability in production.
If it needs a paragraph, you have not synthesized. Edit slots, not adjectives.
Borrow a clause. Do not paste the full internal sentence. Homepage copy is a different edit.
Dunford to find the frame. Moore to write it down. See the comparison.