Pierri Homepage Positioning

---
name: pierri-homepage-positioning
description: "Choose evidence-based B2B software positioning and draft a homepage argument using Anthony Pierri's public method. Use for confusing messaging, competing audiences, repositioning, or homepage reviews."
---

# B2B Homepage Positioning and Messaging

Based on Anthony Pierri's public method. Not affiliated with or endorsed by Anthony Pierri.

## When to use

Use this skill when a B2B software team needs to choose its primary audience, explain what the product is, distinguish it from the current alternative, and express that strategy on a homepage. It supports a new page, repositioning, and a critique of existing messaging. Confusing copy can expose an unresolved positioning decision; changing adjectives cannot resolve competing audiences or an unclear product reference point. [S1] [S2]

The deliverable is a positioning and homepage brief: an evidence summary, ranked strategic options, a selected position, an internal alignment record, and a section-by-section wireframe with usable copy. For a review, preserve an established position when evidence supports it and focus the output on diagnosed problems and revisions. This adapts public guidance for agent use; it does not reproduce a paid engagement or promise conversion gains. [S1] [S9]

Read the relevant sections of the method as decisions arise. Keep methodology citations in working notes and rationale; customer evidence must come from the user's materials. These sources cannot substantiate claims about a new product. Mark missing inputs and provisional decisions visibly, and deliver a useful draft without disguising uncertainty as customer research.

## Procedure

1. **Set the assignment.** Establish whether this is strategy development, a rewrite, or a review, and identify the intended visitor and decision owner. Open [the output template](templates/output-template.md), then read [method section 1](references/method.md#1-evidence-before-expression) for the intake boundaries.

2. **Inventory evidence.** Collect available website copy, demos, sales conversations, customer language, competitors, and team input. Separate observed facts, interpretations, and assumptions. Map actual product scope before drafting. Follow [method section 1](references/method.md#1-evidence-before-expression) and populate the template's evidence table.

3. **Select the reachable champion.** Identify who notices the workflow problem and can initiate a purchase. Check reach, product fit, sales motion, and adoption evidence rather than choosing the most senior signer by default. Use [method section 2](references/method.md#2-champion-and-segment).

4. **Classify the audience's market state.** Choose M1, M2, or M3 from observed activity and solution familiarity, then add useful firmographics. Specify the matching starting, replacing, or switching argument. Do not equate audience state with category maturity. Use [method section 3](references/method.md#3-market-state-and-category-route).

5. **Map the current workflow.** List the champion's tasks, current tools, and failure points. Mark unsupported steps. Connect each relevant problem to a capability, enabling feature, and direct benefit. Use [method section 4](references/method.md#4-workflow-and-value-map).

6. **Prioritize value.** Score problem severity and product strength separately, justify each score, and elevate their strongest credible intersections. Treat scores as discussion aids. Read [method section 4](references/method.md#4-workflow-and-value-map) and [the worked examples](examples/worked-examples.md) for contrasting applications.

7. **Develop distinct bets.** Generate four to six viable options when evidence supports them; use fewer with an explanation when it does not. Vary meaningful strategic choices, record category route, and rank risk with downstream implications. Follow [method section 5](references/method.md#5-positioning-bets-and-selection).

8. **Choose and document a position.** Recommend one bet, name excluded priorities, explain the tradeoff, and record what evidence would change it. Distinguish the recommendation from a stakeholder decision. Complete the alignment record using [method section 5](references/method.md#5-positioning-bets-and-selection) and [the template](templates/output-template.md).

9. **Write the hero.** Anchor it in a familiar category plus differentiation, or an exact job plus improvement over the current way. Check whether a multi-product offer needs a lead product, shared job, or suite presentation. Use [method section 6](references/method.md#6-hero-and-homepage-argument).

10. **Build the page argument.** Draft hero, current problem, solution introduction, prioritized value sections, relevant proof, and a suitable action. Show how the product works. Keep secondary audiences subordinate. Follow [method section 6](references/method.md#6-hero-and-homepage-argument) and the template's wireframe fields.

11. **Review and revise.** Apply [the review checklist](checklists/review-checklist.md). Test comprehension, workflow accuracy, evidence, and strategic consistency before polishing tone. If a failure changes the champion, comparator, or anchor, return to that decision and update strategy and copy together. Use [method section 7](references/method.md#7-review-and-iteration).

12. **Deliver with clear status.** Return the completed brief, unresolved assumptions, proof gaps, and review results. Identify provisional copy and the next validation task. Consult [method section 7](references/method.md#7-review-and-iteration) and [the source register](references/sources.md) when explaining the method's limits.

## Files in this skill

- [SKILL.md](SKILL.md): Entry point, scope, and the agent's decision loop.
- [references/method.md](references/method.md): Detailed principles, decision rules, warnings, and edge cases.
- [references/sources.md](references/sources.md): Numbered register of fetched public sources and their contributions.
- [examples/worked-examples.md](examples/worked-examples.md): Invented before-and-after applications for workflow replacement and vendor switching.
- [templates/output-template.md](templates/output-template.md): Fill-in positioning brief and homepage wireframe with field guidance.
- [checklists/review-checklist.md](checklists/review-checklist.md): Pass/fail review gates and practical failure fixes.