In short
Whatever you put above the fold is your positioning, whether you meant it that way or not.
People decide what your product is in the time it takes to scroll once. Not from your about page, not from your deck. From one screen.
What has to survive that screen
- What it is, in words a stranger would use
- Who it is for
- One reason to keep reading
Everything else on the page is support. If the first screen does not land, nothing below it gets read.
