r7 - 07 Sep 2006 - 13:32:11 - PieterHartsookYou are here: OSAF >  Journal Web  > PrototypePositioningStatements

Prototype Positioning Statements



This is a central location for people to put sample positioning statements. Notes from the branding meeting.

* A useful background article on positioning Marketing is not a Post-Processing Step by Eric Sink from his blog. Includes a good section on Postioning.

Strawman Positioning Statements

based on the Brand Themes from the Branding Association interviews. These positioning statements are intended to inform the decision making process for selecting a brand association focus.

Brand Theme: How I feel...
  • Use Chandler to feel confident that you can reliably manage individual and collaborative tasks with your family, friends, and co-workers. -- PieterHartsook - 06 Sep 2006 - 12:08
  • Chandler is a reiable solution for managing individual and collaborative tasks with your family, friends, and co-workers. -- PieterHartsook - 06 Sep 2006 - 12:26
  • Using Chandler I feel at ease, reassured that no matter what computer system my friends, family, and co-workers use I can reliably collaborate with them, confident that I can manage what I have to get done. -- PieterHartsook - 06 Sep 2006 - 12:34
  • The easiest and most reliable way to manage my small group activities. -- PieterHartsook - 07 Sep 2006 - 02:20

A few ideas about how Chandler makes me feel with respect to the people I work with, collaborate with:

  • I feel confidence in my group
  • I feel like I know what's going on in my group
  • I feel confidence in the decisions others are making on my team
  • I feel I am heard and appreciated when I speak up, aka I feel my team has confidence in me
  • I feel clear as to my responsibilities and obligations to the group
  • I feel I am supported by others in the group
  • I feel that decisions are made after thoughtful consideration of a wide variety of viewpoints

A couple of ideas about Chandler's 'more organic' approach to workflow:

  • I don't feel like I need to manage my Personal Information Manager.
  • I don't feel pressured to act or behave more 'organized' than I naturally am.
  • I don't feel pressured to make decisions before I am ready to.
  • I don't feel pestered by my PIM.
-- MimiYin - 07 Sep 2006 - 15:02

Brand Theme: Enables me...
  • Chandler is a solution for small group collaboration that lets me be in control of what I have to do. -- PieterHartsook - 06 Sep 2006 - 12:37
  • Be in control of your life. Chandler empowers you to make better decisions and be more productive about the things you have to do. Using Chandler to manage the details, you become better organized, more effective, and have more time for important things. -- PieterHartsook - 06 Sep 2006 - 12:42
  • With Chandler you have more time to make better decisions. Chandler helps you to help others be more successful. Be efficient, get in control of your time and schedule. Use Chandler to be more productive! -- PieterHartsook - 06 Sep 2006 - 17:46
  • The most productive tool for small groups to use to get in control of scheduling and collaborative task information. -- PieterHartsook - 07 Sep 2006 - 02:16
  • The most productive tool for small groups to use to get in control of activity management. -- PieterHartsook - 07 Sep 2006 - 13:42
  • For the manager who enables others to excel, Chandler is the lightweight project management solution that brings out the wisdom of small groups. -- Mimi via email - 07 Sep 2006 - 15:31
  • For all the small fry trying to make it in a world of Goliaths (violins please), Chandler is the information-sharing solution that builds effective teams. -- Mimi via email - 07 Sep 2006 - 15:33

Brand Theme: I use this because...
  • Chandler is the innovative solution to inter-personal information management. Chandler is free, open source software that promotes international open standards for collaboration with friends, family, and co-workers. -- PieterHartsook - 06 Sep 2006 - 12:46
  • Chandler breaks the bonds of proprietary software. A free, open source solution to manage collaboration with friends, family, and co-workers, Chandler promotes the use of open standards to achieve interoperability across operating systems and does not constrain everyone to use the same software in order to collaborate successfully. -- PieterHartsook - 06 Sep 2006 - 13:23
  • Chandler is about freedom. Be free from the constraints of proprietary software, operating system choice, and IT department support. Chandler is pioneering open source software for managing collaboration with friends, family, and co-workers. It is developed by non-profit employees and volunteers from around the world. Because the source code is open and free the solution is adaptable and extensible. Based upon, and a strong proponent of open standards, it is interoperable with other software. And best of all it is distributed for free - share it with your friends, family, and co-workers. Be smart, be free, choose Chandler! -- PieterHartsook - 06 Sep 2006 - 17:59
  • Chandler, the 21st centuary inter-personal information manager, is the elegant modern heir to Lotus Agenda, the visionary product that originally defined the Personal Informanagement Manager software category in the 1980s. -- PieterHartsook - 07 Sep 2006 - 01:41
  • The pro-social alternative for managing small group collaboration. -- PieterHartsook - 07 Sep 2006 - 02:02
  • OSAF is creating innovative/visionary applications to help better manage your working style and create time to live your life the way you want to. -- PriscillaChung - 19 Sep 2006 - 16:02

Philippe's Pitches

Note: I don't think any of the here under proposals are any good but it's a way to dump some ideas there and get the braistorm going...

The Personal Project Manager

0 to Uh?

Chandler is a Personal Project Manager

Uh? to Interesting...

Everything that comes in your computer can be poured into Chandler and live and evolve in there, going from informal notes, shaping up into tasks, projects, all the while maintaining and handling all communications with the people involved in said project.

The Brain Extension

0 to Uh?

Chandler is your desktop brain extension...

Uh? to Interesting...

Things that come up to your mind or onto your computer desk can be put into Chandler using an amorphous informal note taking way. You can then evolve those notes into other things (emails, events, tasks) and organize them into projects so you can keep track of everything related to one project in one central location.

The Info Overload Killer

0 to Uh?

Chandler makes sense of the information overload

Uh? to Interesting...

Every single tidbit of info that rain on your digital life can be absorbed by Chandler without requiring filing up tedious fields. Things can stay as informal as needs be and evolve (not "cut and paste"...) and morph as the ideas they contain take shape in your head. Things in Chandler don't get lost, their relation to each other can be exploited for search and organizing and you can share the whole thing with the World without even requiring setting up your own server.

Heikki's Pitches

Elevator Pitch

It is still hard explaining what Chandler is. We need a 3-4 word (or something like that) quick explanation that makes those who hear it become interested and ask for more. Then you have maybe 20 seconds to explain more.

In a branding meeting today there were some new thoughts and ideas thrown in so I made a couple of versions based on the new ideas. Both of these seem to carve a new niche where Chandler could be the top dog. I haven't tested these yet on anyone.


  • Q: What are you working on, what is Chandler?
  • A: Chandler is "focus management tool".

  • Q: What do you mean, I've never heard of such a thing?
  • A: Chandler consolidates all your information into one trusted place, your email, calendar, tasks, notes, and todo lists. You can keep your focus on the project you are working on instead of jumping from application to application - or application area to application area - in order to accomplish your work.

Focus is the new thing here. It is unfortunately pretty vague sounding. The longer explanation lists all the things chandler can do (note I said calendar instead of events because I think people search/understand calendar easier than events). The key point is keeping all the info in one view. This unfortunately lacks any mention of sharing, but I think adding that would dilute the message.


  • Q: What are you working on, what is Chandler?
  • A: Chandler is "shared decision support system".

  • Q: What do you mean, I've never heard of such a thing?
  • A: Chandler consolidates all your information into one trusted place, your email, calendar, tasks, notes, and todo lists and lets you share these with other people. You and your colleagues can keep your focus on the project you are working on instead of jumping from application to application - or application area to application area - in order to find the information you need to make good decisions.

The key thing here is the "decision". It is a little weird sounding to me. I also brought in sharing, although it has been described as a little weak for small businesses, but I think "shared decisions", while definitely sounding unusual, can strengthen each other (but also possibly weaken, based on person).

-- HeikkiToivonen - 08 Jun 2006

-- TedLeung - 09 Jun 2006

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