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positioning-craft

Use this skill when the team needs a usable positioning artifact, not just abstract messaging advice.

  • Area: Strategy
  • Category: product management
  • Level: beginner
  • Input: conversation
  • Output: document
  • Setup: none
  • Roles: CEO / Founder, Head of Marketing, Product Manager

Crafts product positioning, defines target customers, chooses market categories, and articulates differentiated value.

How you ask

  • “Craft our product positioning against the competition”
  • “Define our target customer and market category”
  • “Articulate our differentiated value proposition”
  • “Help me position our new feature in the market”
  • “How different are we really from these two competitors?”

Inputs

  • scope — company, or a client-id under the clients root (client.root) — a string with one reserved value, not a closed set
  • product — What is being positioned
  • competitive_alternatives — What customers would use instead
  • target_segment — Segment to position for; defaults to the vault ICP
  • icp — ICP — target customer the positioning is for.
  • profile — Company profile — identity and proof points.
  • marketing-context — Prior positioning, narrative, and competitive frame.
  • tone-of-voice — Tone of voice — keeps the new positioning on-brand.
  • offerings — Offerings catalogue — what is being positioned.
  • current_positioning — Positioning statement as it stands today
  • what_is_not_landing — Which part is failing, and the evidence for it
  • messages — Message variants to test
  • audience — Audience to test against; defaults to the vault ICP
  • competitors — Two or more named competitors, each with the note or page its evidence comes from
  • marketing-context — Differentiators and competitive frame — the claims to grade.
  • icp — ICP — sets the weight of each claim.
  • battlecards — Battlecards from competitive-battlecard — evidence on each competitor.

Outputs

  • Analysis note: the evidence matrix plus grade tables computed by scripts/grade_differentiation.py.
  • positioning-brief (markdown)
  • {scope.profile-root}/differentiation-grade-{slug}.md
  • {scope.profile-root}/positioning-{slug}.md