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Model 2

The 3-Circle Value Building Model

The 3-Circle Value Building Model

Model 2: The 3-Circle Value Building Model

Positioning that sticks is not invented. It is found. The 3-Circles Value Building Model is the diagnostic we use to find it.

Most businesses default to positioning based on what they want to say about themselves. The stronger approach is to position based on where the market creates an opening. That requires mapping three things at once: what customers genuinely need, what competitors are failing to deliver, and what the business is actually capable of doing well.

3-Circles Value Building Model Showing 3 Circles consisting of Customers, Competitors, and Company, meeting in the middle to find the Unique Selling Proposition, or the USP.

  1. Customers.

    We map customer needs, wants, and unresolved pain points. Not what the business assumes customers want; what the evidence shows they are actively looking for and not finding.

  2. Competitors.

    We pinpoint where competitors are weak, where they are overextended, and where the market is underserved. We turn competitive weakness into a position to occupy rather than a weakness to avoid.

  3. Company.

    We evaluate the organization's genuine strengths: capabilities, experience, and areas where it consistently outperforms. Honesty here is the key to succeed, and our job is to guarantee you hear it. Claimed strengths that the market does not validate are liabilities, not assets.

Finally, the USP sits at the intersection of all three. It is the position that customers are looking for, that competitors are not adequately filling, and that the business is equipped to own credibly. That intersection does not always present itself clearly. Finding it is the work.

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