Anton Drukh adrukh

Source: Anthony Pierri (FletchPMM), LinkedIn post, "Positioning & Messaging Canvas" (17-page deck) https://www.linkedin.com/posts/anthonypierri_positioning-messaging-canvas-ugcPost-7353454697581547522-FBLt/

Post context

Here are 4 steps to building a positioning strategy + bringing it throughout your GTM.

This is the latest version of Fletch's positioning and messaging canvas, released in the spirit of being an "open source consultancy." Anthony notes that as they put earlier versions of the canvas through their paces, they kept finding flaws in the logic and had to adjust.

This version helps you build a true positioning narrative — a one-sentence explanation of your company, a longer elevator pitch, and an even longer story that could be told on a homepage or in a sales deck. It builds on the concept of "primary anchors" and "secondary anchors," which the author calls a game changer across their last 20–30 clients. It also reflects a shift from a "capability-first" messaging approach to a "differentia

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