Mastering the art of the positioning statement is a must-have skill for any and every marketer. It doesn't matter if you work in product marketing, advertising, web design, or any other discipline. This skill is also required of all product managers, regardless of the type of product you may be working one. The concepts and templates shared here will work for all products: hardware, software, Internet applications, and services. As we introduce the positioning statement template, you'll learn why this is such an incredible tool necessary for ensuring your success in the crowded marketplace. Before you begin, please download the Mousetrap Ad (pdf).