references/theories/positioning-components.md

# Positioning Components

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- A product can plausibly compete in multiple categories.

## Mechanism

Alternatives -> differentiated capabilities -> value -> target -> category.

## Applied marketing use

Build a positioning decision from evidence rather than fill-in-the-blank copy.

## Failure modes

- Starting with a desired category and backfilling evidence.

## Counterweights

- `five-forces`

## Sources

- `source:dunford-obviously-awesome`