Two Positioning Examples That Will Help Your B2B Brand Stand Out
With great positioning comes great messaging
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel messaging and positioning systems around B2B, so you can grow faster and smarter (and earn more green).
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Remember Star Wars?
The light sabers. The hero’s journey. It stands out in our hearts and minds with its unforgettable story.
It positioned itself as an underdog space story that wasn’t Star Trek or some other 1970s sci-fi story.
Let’s turn our attention to the wonderful world of B2B positioning.
In 2013, Stewart Butterfield built a game called Glitch.
Well, that game went nowhere. But something came from that failure that changed the world forever.
While building Glitch, Stewart’s team had built an internal communication tool that wasn’t Skype or email. They had built something for them that was better at communicating.
It wasn’t a chat app.
It was something that was made for work. It made collaboration easier. It was easier than email and built for productive work.
Ta da! Slack was born.
The Positioning Model Around Slack
1. Competitive Alternatives
What would customers do if Slack didn’t exist?
Old school email (ewww)
Old-school chat (Remember Skype?)
Project management + comms (Basecamp, Trello, email threads, text)
2. Unique Attributes (Features Slack Had)
Channels (organized conversations by team/project)
Searchable message history
Integrations with tools (Google Drive, Dropbox, Jira, GitHub)
Friendly UI, gifs/emoji, cultural stickiness
Cloud-first, easy onboarding (no IT admin needed)
3. Value (Why Attributes Made a Difference)
Centralized, transparent communication
Faster decision-making
Increased productivity
Cultural cohesion
4. Target Market (Who Cares Most)
Slack’s audience was:
Tech startups and fast-growing SaaS teams stuck in email.
Developers and product teams who loved integrations + chat culture + would make them more productive
The Positioning Model Around LeanTaaS
LeanTaaS is a B2B healthcare company that has a unique positioning model that’s worth breaking down.
1. Competitive Alternatives
What would a hospital do if LeanTaaS didn’t exist?
Run scheduling manually
Rely on static EHR scheduling modules
Hire more staff to manage throughput instead of optimizing existing resources
Accept chronic underutilization as “the cost of doing business”
2. Unique Attributes (Features LeanTaaS Has)
Proprietary AI/ML algorithms trained on millions of hospital operational datasets
Predictive models for block scheduling, infusion chair turnover, and staffing optimization
Cloud-native SaaS platform
Real-time dashboards for hospital leaders
3. Value (Why Those Attributes Matter)
Financial: Hospitals squeeze millions in revenue out of existing resources instead of building new facilities.
Operational: ORs and infusion centers run at higher utilization without staff burnout.
Clinical: Patients get scheduled sooner, reducing delays in treatment.
Strategic: Health systems move from reactive firefighting to proactive capacity planning.
4. Target Market (Who Cares Most)
Large health systems and academic medical centers
CFOs/COOs focused on ROI and capital efficiency
Nurse managers/directors are feeling the pain of bottlenecks
Why Positioning Is a Gamechanger
These exercises are all pulled from the brilliant April Dunford, who runs positioning exercises for B2B companies.
They are also something I do for B2B healthcare and SaaS companies that want to stand out, especially when it comes to sales decks that shape their emails and landing pages.
Great positioning shapes everything.
With great positioning comes great messaging
Copywriting Mastery Bundle (loved by 246+ students)
Work together on positioning and messaging