Category

The market context you place your product in so that its value is obvious to your best-fit buyers. The category silently decides what the buyer compares you against and what a fair price looks like: “Webflow agency” puts WPH in a directory of interchangeable shops, while “Automotive Digital Infrastructure Partner” puts it against global agency retainers and the cost of infrastructure failing. In Dunford’s method it is chosen last, after alternatives, attributes, value, and best-fit customers.

First used in: 1.3 · Positioning mechanics