Positioning is vital and our B2C startup got much better traction once we figured it out. The way we did was testing a lot of slogans and audiences with Faceboo

Positioning is vital and our B2C startup got much better traction once we figured it out. The way we did was testing a lot of slogans and audiences with Facebook ads and seeing what converted and then retained long-term. Also, I find the template statement to be clunky and not as useful. Both in my current startup, and previous startup - HubSpot - I doubt any employee could recite this contrived positioning statement. And if you can't remember it easily then it's not going to be used much. At HubSpot our positioning was simple: "All-in-one marketing software". Our target audience was "mid-market", defined as 10-500 employees. That's it and every employee knew that cold and why it mattered.