Hi @Piyush thanks for the presentation. I did enjoy it. About positioning, is there any framework or theory that you would recommend to read or follow?

Hello Ryane, 

Thanks for asking. There is no best one, but there is a right one. That will be based on your product, market adoption, users, and your mission. 

Few pointers always help: 

• focus on value vs features 
• will your mom understand it? (B2C generic product) are you selling to right people - solve for control for CEOs (dashboards), cost for CFOs, save time for accountants (Xero)? 

One good way to start with is ask your users, “How would you define X to your friend?” 

You can iterate from there.  April Dunford’s book, Obviously Awesome, is a good starting point. She also has some good tweetstorms on it, one it this: https://twitter.com/aprildunford/status/124252626722172518559