How to brainstorm and connect/relate many possible outcomes/directions (example: Fibery positioning)

Question in title, but for more context I think it helps to consider the question by looking at an example: Fibery Positioning

There are past posts where Fibery discusses their focus and target market and even most recently the focus is being placed on consolidating user-research/feedback and connecting the dots between these things.

There are many potential use cases and positions that Fibery could focus on:

  • Single/personal user
  • Team users
  • Org wide use

Use case (competitors)

  • Project/task management (Trello, Asana)
  • Second brain/PKM (Notion, Obsidian)
  • Wiki (Almanac)
  • Developer issue tracker (Linear)
  • UX feedback tool (Dovetail)

The purpose of this question isn’t to say that any of these positions are right/wrong. Rather I’m curious what it actually looks like to capture and add supporting/refuting evidence for these use cases/positions within Fibery.

Does this start with a simple whiteboard in Fibery? Does “Positioning” becomes it’s own database so that you can at least connect ideas, use-cases, and research/insights to a specific position?

If it were me, trying to set up a space for the example you gave, I would probably have the following:


  • Competitor
  • Use Case
  • Feature
  • Team Size

In that way, you could have relations like

Competitors (have) m:m Features
Features (needed for) m:m Use Cases
Competitors (target) m:m Team Sizes

Then you can perhaps make some views to help show how well each Competitor addresses each Use Case (maybe with a board or report view) based on the Feature they each have.
You can also look to see what correlations there might be between Team Size and Feature amongst the Competitors.

If you wanted to get really sophisticated, you could have a Score db which linked to a Competitor and to a Feature, so that you could not only record if the Competitor had a Feature, but how highly it scored for that Feature, and include links to the ‘evidence’ in the Score db.

I really like that approach! It captures even more dimensions that are relevant to positioning. It’s not enough to just say we’re “we’re going to be the #1 PKM/Project Management (etc.) tool” without having a realistic comparison of how you stack up across those other dimensions (competitor, use cases, features)