Your Foundation
Updated
Open Strategy > Foundation to record the guidance your team uses when planning and writing. Editors and Managers can edit each of the four sections.
Foundation
SavedAudience
Local makers who want to learn a new skill in a small group.
Voice
Warm, clear and practical. Explain unfamiliar terms.
Positioning
Hands-on workshops taught by working makers.
Describe Your Audience
- Open Audience.
- Fill in Who they are with a description of the people you want to reach.
- Add entries under What they struggle with and What they want.
- Click Save.
For example, describe the type of business and problem you serve: Independent fitness studio owners who need more trial bookings. Add specific problems
and desired outcomes in the lists below it.
Set the Objective
- Open Objective.
- Select the relevant categories under What should the brand achieve?, or add a custom category.
- Fill in Make it specific.
- Click Save.
A category identifies the type of result. The specific statement records the
target, such as Increase monthly trial bookings from 20 to 30 by December.
This text does not create a tracked goal. Use Goals to measure progress.
Write Your Positioning
- Open Positioning.
- Choose a format under Pick a format.
- Complete the fields under Fill it in.
- Review the statement and click Save.
| Format | What You Fill In |
|---|---|
| Classic | Audience, need, category, and distinction |
| We-help line | Who you help, the outcome, and how |
| The-only claim | Brand, category, and distinguishing claim |
| Components | Alternatives, strengths, value, audience, and market |
| Write your own | A statement in your own words |
Choose the format that fits the information you want to record. Use claims you can support, especially when describing the brand as the only option.
Set the Voice
- Open Voice.
- Select words under Pick a few words, or add your own.
- Fill in Sounds like and Never sounds like.
- Click Save.
Use the reference fields to clarify what the adjectives mean in practice.
For example, A patient instructor explaining one step at a time gives a
writer more direction than Helpful alone.
Review Completion
The Foundation summary counts how many sections have content. You can save sections separately and return to them later. Review existing entries before changing them because they are shared across the workspace.
Questions
What is in the foundation?
Audience, Objective, Positioning, and Voice. The summary shows how many sections have content.
What goes in the audience section?
Fill in Who they are, What they struggle with, and What they want, then save.
What is the difference between the objective categories and the specific objective?
Categories name the kind of result. Make it specific records the target in your own words. Use Goals separately for tracked progress.
Which positioning shape should I use?
Choose the format that fits your information. Classic and We-help line provide sentence structures; Write your own accepts a custom statement.
What is the Components shape?
It records alternatives, strengths, value, audience, and market as separate positioning components.
How many voice adjectives should I pick?
Select a few useful words and clarify them with Sounds like and Never sounds like. Three or four is a suggested starting point.
Do I have to fill in all four?
You can save sections separately and return later. The completion count shows which sections have content.