Skip to Content
Home └M08 — Competitive Positioning & Category Design
M08 — Competitive Positioning & Category Design

M08 — Competitive Positioning & Category Design

Join this Course
Responsible Agustin Dobler
Last Update 09/28/2026
Members 1
  • Introduction
    1Lessons ·
    • Introduction to the Module
  • Core Lessons
    5Lessons ·
    • Category design — how founders create and own a market
    • Positioning strategy
    • Scale-up positioning statement
    • Storm, develop, and dominate your category
    • Positioning under competitive pressure
  • Activation Lab
    15Lessons ·
    • Category Design Workshop
    • Lab Design Principles
    • Frame and Calibrate
    • Lock the Category Claim
    • Pass the Substitution Test
    • Anchor the Narrative in Customer Language
    • Plot the Arc and Commit a Stage-Appropriate Behavior
    • Commit What You Will Hold Under Pressure
    • Public Commitment and Peer Pairing
    • Close
    • Founder Outputs From the Lab
    • Facilitator Standards
    • Common Failure Modes
    • Post-Lab Follow-Up
    • Activation Lab Completion Standard
  • Artifacts
    5Lessons ·
    • The Operating Tools of Your Company
    • Category Design Strategy
    • Competitive Positioning Map
    • Category Narrative
    • Cross-Artifact Dependency