Positioning

---
skill_id: marketing-positioning
name: Positioning & Messaging
version: 1.0.0
parent: marketing
office: CMO
reads_first: MARKETING-CONTEXT.md
triggers:
  - positioning
  - messaging
  - value proposition
  - competitive positioning
  - differentiation
  - category design
  - market category
  - messaging hierarchy
---

# Positioning & Messaging

> **Before starting:** Read `MARKETING-CONTEXT.md` in this domain for product, ICP, and positioning context.

## What This Skill Does

Defines where your product sits in the market, why it wins, and how to articulate that consistently across every channel. Uses April Dunford's positioning methodology as the primary framework, augmented with category design principles. Produces a positioning document that every other marketing sub-skill can reference for consistent messaging.

## Key Questions to Ask

1. What do customers currently compare you to? (competitive alternatives -- not just direct competitors)
2. What can you do that those alternatives cannot? (unique attributes)
3. What value do those unique attributes deliver? (so what?)
4. Who cares the most about that value? (best-fit ICP)
5. What market category makes your value obvious? (context)
6. Is there an opportunity to create or redefine a category?

## Framework / Approach

### April Dunford's Obviously Awesome (Primary)

Work through these five components in order -- each builds on the previous:

1. **Competitive Alternatives** -- What would customers use if you didn't exist? Include direct competitors, adjacent tools, manual processes, and "do nothing."
2. **Unique Attributes** -- What features, capabilities, or properties do you have that alternatives don't? Be specific and verifiable.
3. **Value** -- What benefit does each unique attribute deliver? Translate features into outcomes the ICP cares about.
4. **Best-Fit Customers** -- Which customer segment values this the most? Narrow is better than broad.
5. **Market Category** -- What category frames your value most clearly? Options:
   - **Existing category** -- Position as the best in a known space
   - **Sub-category** -- Carve out a niche within a known category
   - **New category** -- Define a category you can own (high effort, high reward)

### Messaging Hierarchy

Once positioning is defined, build the messaging hierarchy:

| Level | Purpose | Example |
|---|---|---|
| Positioning statement | Internal alignment | For [ICP] who [need], [product] is the [category] that [benefit] |
| Elevator pitch | 30-second verbal | [Problem]. [Solution]. [Proof]. |
| Tagline | Brand-level recall | 3-7 words, memorable |
| Value propositions | Feature-to-benefit | 3 pillars, each with headline + supporting proof |
| Objection responses | Sales enablement | Top 5 objections with prepared responses |

### Validation Checklist

- [ ] Does the positioning pass the "so what?" test at every level?
- [ ] Can a new team member explain the positioning in 30 seconds?
- [ ] Does the ICP self-identify when they hear the positioning?
- [ ] Is the differentiation defensible (not easily copied)?
- [ ] Does the market category help or hurt understanding?

## Output Format

```markdown
## Positioning Document: [Product Name]

### Competitive Landscape
| Alternative | Type | Strength | Weakness vs. Us |
|---|---|---|---|
| [name] | [direct/adjacent/manual] | [what they do well] | [where we win] |

### Unique Attributes → Value Map
| Unique Attribute | Value Delivered | Proof Point |
|---|---|---|
| [feature/capability] | [outcome for ICP] | [metric, case study, demo] |

### Best-Fit Customer
- **Segment:** [specific description]
- **Trigger event:** [what makes them start looking]
- **Must-have vs. nice-to-have:** [which attributes are table stakes vs. differentiators]

### Market Category
- **Category:** [name]
- **Strategy:** [existing / sub-category / new category]
- **Rationale:** [why this framing]

### Messaging Hierarchy
- **Positioning statement:** [full statement]
- **Elevator pitch:** [30 seconds]
- **Tagline:** [3-7 words]
- **Value pillars:**
  1. [Pillar 1 headline] -- [supporting detail]
  2. [Pillar 2 headline] -- [supporting detail]
  3. [Pillar 3 headline] -- [supporting detail]

### Objection Map
| Objection | Response | Proof |
|---|---|---|
| [common objection] | [response] | [evidence] |
```

## Related Skills
- `copywriting` -- translates positioning into specific copy
- `cro` -- tests positioning effectiveness on conversion pages
- `sales-gtm` -- uses positioning for sales enablement materials
- `customer-research` -- validates positioning with real customer data

---
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