Some of the best positioning advice I’ve ever read came from a

Some of the best positioning advice I’ve ever read came from a comment on Y Combinator's Hacker News.

People only every buy 4 things: time, money, s*x, and approval or peace of mind.

Try applying it to how you describe your business. It gets useful pretty quickly.

Take an accounting firm. “Monthly reporting and financial analysis” describes the work. BOOOOORRRRING!

“Know whether you can afford your next hire” gives an owner a reason to care - because it gives them peace of mind.

Uber, Instacart, Jimmy Johns - they all are in the business of selling time.

H&R Block, Groupon, and Vanguard all sell money.

Here’s an exercise: pull up the first sentence on your website and ask, “What does this let my customer do, have, or stop worrying about?”

Keep asking until the answer sounds like something a customer would say over dinner to their friend. You might find better positioning in that answer than in your last six marketing meetings.

What are your customers really buying?