- 1
Chapter 01 of 06Foundation before design
To sentence 1“Audience, problem and outcome come first, written down in one sentence someone outside the company can repeat.”
- 2
Chapter 05 of 06The sequence is the decision
To sentence 2“A relaunch before positioning and a portal before demand are both expensive and both avoidable, as long as the order is a deliberate choice.”
Positioning
It starts with audience, problem and outcome, written down in one sentence that people outside the company can repeat.1 Positioning comes before the relaunch.2 Clarifying it is a small line item in a proposal and still decides what gets built afterwards.3 After that, the website combines scattered evidence into one message.4
The guides behind the entry
- 3
Chapter 03 of 03The cheapest start is rarely the smallest
To sentence 3“Settling audience, offer and message is the smallest line item in any proposal, and it decides what has to be built at all.”
- 3
- 4
Chapter 02 of 06The website concentrates
To sentence 4“It combines scattered evidence into one message, one offer and one next step.”
- 4
The offer behind it
Target audience, offer, positioning and core message as a reliable foundation for website, content and sales.