One Sentence That Forces Every Positioning Choice (Moore Template)

Why this matters

The Moore template forces you to commit to a target customer, a need, a category, a key benefit, and a differentiator in one sentence — its value is not the output sentence but the discipline of filling in every blank without fudging. Gaps in the template reveal gaps in your strategic thinking.

Try it yourself

1. Fill in the Moore template for your product: 'For [target customer] who [need], [product name] is a [category] that [key benefit]. Unlike [competitor], we [differentiator].' — read it aloud and mark any blank you hedged with a vague word.
2. Swap your [category] to two alternatives (e.g., move from 'project management tool' to 'async collaboration platform') and observe how the rest of the sentence changes — note which version has the clearest differentiator.
3. Give the completed template to someone unfamiliar with your product and ask them to name one thing they would expect the product to NOT do based on the statement — any surprising answer reveals a framing problem.

References

• Geoffrey Moore — Crossing the Chasm (positioning framework)