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Pillar Process - Coggle Diagram

- - - - Differentiators
      - Win Strategies
      - Competitive Positioning
      - messaging framework
  - - - Position Abstracts
      - Synopsis
      - Brief
      - Editorial Board
      - Catalog of Relevant Positions
    - - Inventory current positions
      - Brainstorm new positions
        
        via competitive analysis
        
        to support service areas
        
        based on customer/market research
      - begin position brief
      - list key positions
  - - - All offers and solutions
      - 4-6 top level service areas
      - visualization of flow/relationships between services
      - short description of each offer/solution
    - - Inventory case studies
      - Evaluate current services
      - List current services
      - List emerging services
      - Naming and grouping
      - Consider competitive services
- - - - Buyers/Audience
      - Jobs to be Done
      - Pains and Gains
    - - identify 3-4 initial personas
      - Identify interviewees
      - conduct 3-4 interviews
      - draft JBTD/personas
      - review JTBD/personas with team
  - - - 5-10 competitors
      - Inventory of services and language
      - Key Messaging
    - - choose competitors
      - conduct web site research
      - look at analyst reports
      - Map services to ours

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Pillar Process

Pillar Process

Inputs (Brief)

Elements (Strategy)

Personas

Competitive Analysis

Positioning & Differentiators

Strategic Positions

Service Areas

Support

Operating Committe

What

How

5-10 competitors

Inventory of services and language

Key Messaging

choose competitors

conduct web site research

look at analyst reports

What

How

What

How

All offers and solutions

Outputs

Inventory case studies

Evaluate current services

List current services

List emerging services

Naming and grouping

Consider competitive services

What

How

Position Abstracts

Synopsis

Brief

Editorial Board

Inventory current positions

Map services to ours

4-6 top level service areas

visualization of flow/relationships between services

Catalog of Relevant Positions

Brainstorm new positions

via competitive analysis

to support service areas

based on customer/market research

begin position brief

What

How

Differentiators

Win Strategies

Competitive Positioning

Buyers/Audience

Jobs to be Done

Pains and Gains

identify 3-4 initial personas

Identify interviewees

conduct 3-4 interviews

draft JBTD/personas

review JTBD/personas with team

messaging framework

list key positions

short description of each offer/solution