The Pure Gold Positioning Questionnaire

I recently developed this questionnaire to help anyone in marketing (whether you’re a web designer or a consultant) to help clients get really sharp about their positioning.

I thought it was so valuable, it would be wrong to share it only with my inner circle, so here it is in full.

What Is Positioning?

Positioning refers to an aspect of branding. The two are pretty close, in fact.

Think of it in terms of: “Where do you want to be positioned in the marketplace, compared to anything else out there?”

You’ll quickly spot from my questions that I’m a huge believer in being radically distinct.

How To Use The Questionnaire

Whether you’re using this for your own business, or you’re working through it with a client, just ask each question, and write down an answer that’s:

  • true,
  • complete,
  • and succinct

Don’t skip any questions! They’re likely to be the ones that will help you the most!

If you can do that, you’ll find that EVERY subsequent marketing decision becomes easier, because you’ll know who you are, where you want to go, and why.

If you don’t know those things, you may as well forget it.


  • What does your offering (product or service) let people do that they have struggled, or failed, to do in the past?

  • What does your offering give people that no other does?

  • If you had to rank the top 3 ways of solving the problem your offering addresses, what would they be, and where does your offering rank?

  • What do your competitors do that you don’t? (This is a question of focus)

  • What’s your “…est”? (e.g. biggest, fastest, nicest, friendliest, strongest, best…)

  • Does your offering have a short, unique, and catchy name?

  • Complete the sentence: “We are the only …………. that ……………….”


  • Do you have a starving crowd?

  • Who is your tribe – exactly – and what pain unites them?

  • What existing tribes are waiting to jump on your bandwagon?

  • Why will be people be your rabid fans?

  • What emerging trends does your offering reflect?

  • What movement is waiting for you to lead it?


  • Why do you love your offering? Why will your customers love it?

  • How do you (or will you) delight your customers?

  • If your revolution has a rallying cry, what is it?

Purpose and Vision

  • (Beyond making a profit) what’s your company’s core purpose?

  • Why do you do what you do? What specific future are you building?

  • What do you stand for? How will your customers know?

  • What do you stand against? (Think big.. who’s your Goliath?)

  • Where do you plan to be in 12 months’ time? How about 5 years’ time?


  • What do you aim to bury for ever? (Could be a competitor, or an old way of doing things.)

  • What’s the boldest claim you can make that no one else can?

  • How many direct competitors do you have? Name them. (Clear, blue ocean vs. red, bloody ocean.)

  • How would your customer value triangle look? (i.e. Cheap vs. Fast vs. Good; see below)


Ben’s Customer Value Triangle
In this example, the customer’s focus is mainly on quality, while delivering good value.
Speed of delivery plays almost no part in the balance of their offering.



9 Comments Leave a comment

  1. Timothy says:


    A lot of great questions here! This will help me out immensely when working with clients.

    Thanks so much for putting this resource together.


  2. Eric Conover says:

    Ben, this is fantastically useful. I recently changed my own positioning and branding in my business and the difference is night and day.

    I’m a bit mystified by “Clear, blue ocean vs. red, bloody ocean” as I’ve not heard it before. Can you elaborate? I think it might mean “get specific and not leave it a big, horrible generality” but I’m not certain.

    Thank you for offering this questionnaire!

    • Ben Hunt says:

      Hi Eric. Of course I’ll elaborate.

      The ideal place to be is where your competition isn’t. So are you in clear, blue water, or are you in water that’s stained red by fierce competition?

      If you’re distinct, if you’re a stand for something, if there’s nothing quite like what you offer… then people are far more likely to connect with you on an emotional level, and want to join or follow you!

      • Eric Conover says:

        Thanks, Ben. Something told me I didn’t have it right.

  3. Jason Pelker says:

    This is a nice series of questions that make bad potential clients go away.

    If they can’t spend 20 minutes selling their business to a designer, they sure aren’t going to be able to sell their business to customers or be able to pay you adequately for your time.

  4. Kris says:

    Hi Ben,

    This is great stuff. It reminds me of some of the questions in your course, which was also great.

    Just wondering if you have published a list of your top 10ish books on marketing etc…

    Have you done anything like this. I’m in the process of developing an online product and have learnt so much from your course. I’ve always found it useful knowing where people learn there craft…outside of the years of hard graft that is ;)

    Cheers if you read this and reply.


    • Kris says:

      Also would you ever send these to someone to read before meeting with them?

      • Ben Hunt says:

        I have done that, yes, really as a way of giving them a shake to see if they’re genuine.

        Tyre-kickers won’t bother to take the time to work through it and write down their answers.

        But it does work better if you go through it with your client/prospect, as sometimes they need a challenge or to be prompted to dig deeper.

    • Ben Hunt says:

      Hi Kris. No, I don’t think I’ve ever put together a list of essential reading on marketing. It’s a good idea though.

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