A positioning guide for founders

TWO
DOORS

Why nobody gets what you're selling — and how to fix the words.

Every buyer walks in through one of two doors. Most founders are shouting at the wrong one.

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You don't have a product problem.
You have a door problem.

People don't buy what your product does. They buy what it does for the person they're trying to be. There are only two versions of that person, and they each enter through a different door.

Get the wrong door and your pricing, your copy, and your positioning all fight each other — no matter how good the product is.

Door one

Capability

Wants a problem gone. Asks "does it work," compares alternatives, needs proof before trust.

Door two

Status

Wants to be seen as a certain kind of person. Asks "who else has this," buys on identity, not specs.

Inside the guide

14 pages. One framework.
No filler.

  1. The premise — why one door is always wrong for your buyer01
  2. Side-by-side door comparison02
  3. The founder trap — three worked before/after examples03
  4. The five-question wrong-door diagnostic04
  5. Two fill-in worksheets for your own product05
  6. Five rewrite rules, with before/after pairs06
  7. Bonus: the attention/churn lens + checklist07
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