# Choosing a positioning style

**Published by:** [Doug Lane](https://paragraph.com/@axalane/)
**Published on:** 2022-03-30
**URL:** https://paragraph.com/@axalane/choosing-a-positioning-style

## Content

Yesterday, I shared three types of positioning document 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 is a great way to go. But as I noted in an earlier email, most security startups probably shouldn't try to define a new category. That's why I think the April Dunford-style positioning canvas 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​

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