Positioning · C1 Fundamentals & definitions

Why Now

Definition. The urgency component of positioning — the reason a buyer should act now rather than later. Without it, messaging sounds like every other product in the category.

Established Last updated 2026-06-18

Related terms

Positioning Critical Event

Where this sits

Part of the Positioning set within the GTM World Model — cluster C1, Fundamentals & definitions.

How to cite this

@misc{shalvi_gtm_why_now,
  author = {Singh, Shalvi},
  title  = {Why Now — GTM World Model Glossary},
  year   = {2026},
  url     = {https://shalvisingh.com/gtm/glossary/why-now}
}

Singh, Shalvi. "Why Now — GTM World Model Glossary." shalvisingh.com, 2026. https://shalvisingh.com/gtm/glossary/why-now