Luke Shalom
Founder & CEO @ Atticus
Category-of-one positioning
Use this skill when a founder or expertise-led business looks interchangeable in their market — price-shopped against cheaper options, described in the same words as competitors, winning on rates instead of authority. It runs the "Position" step of the Atticus Method and produces a category-of-one positioning package - a reframed problem, category-defining language the market ties to the founder, and expertise packaged as proprietary IP. It interviews the founder in their own words first — what's broken in their industry, why, and their fix — and asks for the ICP if it isn't already known, before reframing anything. Trigger phrases: "we sound like everyone else", "prospects compare us on price", "how do we differentiate", "positioning", "category of one".