# Choosing a positioning style

By [Doug Lane](https://paragraph.com/@axalane) · 2022-03-30

---

Yesterday, I shared [three types of positioning document](https://mirror.xyz/axalane.eth/egTUWjZatLV7VnRWMgZRMMpn0dnvMvQwxj_f-E3FF-M) formats. So which is right for your cybersecurity startup?

I don't think an old-school "fill in the blanks" positioning statement provides much value. Choosing from the other two options really comes down to your category definition approach.

If you're trying to define a new category – or radically redefine an existing one – I think [the Andy Raskin-style "strategic narrative" approach](https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0) is a great way to go.

But as I [noted in an earlier email](https://mirror.xyz/axalane.eth/YstCTjobGszjtVMvLWwp52e-omA1CB8rXA2EnDxUweY), most security startups probably shouldn't try to define a new category. That's why I think the [April Dunford-style positioning canvas](https://www.aprildunford.com/obviously-awesome) is the ideal approach for most.

This approach keeps you focused on specific buyer pain points and forces your leadership team to eliminate ambiguity in your strategy. At the same time, the document remains high-level enough that it doesn't become a "boil the ocean" exercise.

\-Doug​

---

*Originally published on [Doug Lane](https://paragraph.com/@axalane/choosing-a-positioning-style)*