Value · Positioning and proof · lesson 1.2 open

The one-line statement

A positioning statement that fits on LinkedIn, in a cold email, and on the first call.

Promise: a statement you repeat identically in any channel.

The formula

I help [type of client] [result] by solving [problem], with [proof in a single clause].

Examples of format, not to copy:

"I help retail data teams cut processing costs in Databricks without impacting delivery—I reduced data read in a job by 98%."
"I build streaming pipelines with CDC for banks and fintechs that need near-real-time data."

Rules

One target client. If it fits "any company", it is not positioning.
One result. Do not list three.
Verifiable proof. If an interviewer asks for details, you can back it up.
No adjectives. "Passionate", "experienced", "dynamic" are out. Numbers stay.
In English and Portuguese. The same sentence, in both languages, without changing the meaning.

How to test

Send the statement to three people who hire or refer. Ask: "what did you understand that I do?" and "who should I be referred to?". If the answer does not match your intention, adjust the statement—not the person.

Do this now

Write three versions of the statement with different target clients. Pick one using the criterion: for which of these clients do I have the strongest proof and the most people who know me?

Common mistakes

Positioning yourself by technology ("Spark specialist"). Technology changes; problems remain.
Positioning yourself by job title ("senior data engineer"). A job title describes what you are, not what the client gains.

Checklist

Does the statement have a client, result, problem, and proof?
Did three people understand what I do without extra explanation?

Checked on 05/10/2026. Educational content; tax and legal: confirm with a professional.