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A positioning statement is a quality you want buyers to credit to you rather than a competitor: “the easiest to integrate”, “the best for regulated industries”. DevTune measures each statement by asking, for every relevant AI answer:
Which product is presented as your statement?
A statement measures well when that question has a clear answer in real AI responses. The guidelines below all follow from that.

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Write the quality, not the sentence

Write only the phrase that completes “which product is presented as ___?”. Leave out product names, including your own. A statement that names a product answers its own question, so every competitor would score zero by construction. Leave out reasons, too (“because”, “thanks to”). An answer can agree with the quality without repeating your reason.

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One quality per statement

“The fastest and cheapest” is two statements. An answer that calls one product fastest and another cheapest can’t credit either statement cleanly. Split it, and you’ll see which half you own.

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Use your buyers’ words

Statements are matched against how AI answers describe products, and those answers echo how buyers ask. “Easiest to embed” measures better than “lowest-friction integration surface”. If you’re unsure, open a few answers on the Prompts tab of Insights › Visibility and borrow their wording.

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Keep it comparative

A positioning statement is something several products could plausibly win. Yes-or-no facts, such as “has a free plan” or “is open source”, aren’t positioning statements. Every product that has the feature would qualify equally, so answers rarely single one out.

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Choose the intents it applies to

Each statement applies to the prompt intents you select. Leave them all unchecked to include every intent.
  • Comparison and evaluation suits most statements, because these are the prompts where answers rank products.
  • Pricing suits value and cost statements (“the best value for small teams”).
  • Implementation suits developer-experience statements (“the easiest to set up”).
  • Trust and compliance suits security and reliability statements.
Narrowing the intents means a statement is only judged by the answers where it’s relevant. A pricing statement isn’t marked “Nobody” across every how-to answer.

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Aim for a clear winner in the answers

After a statement has run for a week, check the Several and Nobody columns in the statements matrix:
  • Mostly Nobody: answers don’t discuss this quality at all. Rephrase the statement in the words answers do use, or narrow its intents.
  • Mostly Several: answers treat the quality as shared. Make it more specific, for example “the easiest to embed in React apps” rather than “easy to use”.

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Editing and limits

Editing a statement that already has history starts a new statement and archives the old one with its history, so a trend never mixes two different questions. Get the wording right before you rely on a trend, and archive statements you no longer need to free a slot. Pro plans can have 10 active statements per project, and Agency and Enterprise plans 20.

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Starting from suggestions

Suggest statements on the Manage statements page drafts up to ten statements from your saved company profile, following these same rules. Review each one, then approve, edit or dismiss it. Nothing is scored until you approve it.

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Next Steps

  • Positioning - Read the chart, table and matrix
  • Project context - Keep the company profile that suggestions draw on up to date, in Settings › Context