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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