Use when structuring positioning statements, message houses, and proof
Scanned 2/12/2026
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---
name: positioning
description: Use when structuring positioning statements, message houses, and proof
libraries for GTM teams.
---
# Positioning Systems Skill
## When to Use
- Kicking off new products/features or entering new markets.
- Refreshing messaging after competitive or market shifts.
- Equipping sales/CS with updated stories.
## Framework
1. **Audience & Problem** – ICP, pain, current workaround.
2. **Promise** – how we uniquely solve it (functional + emotional).
3. **Proof** – metrics, customers, analysts, demos.
4. **Payoff** – business outcome and CTA.
5. **Variants** – adjust for personas, industries, regions.
## Templates
- Positioning canvas (Audience, Need, Approach, Differentiation, Proof).
- Message house diagram.
- Snippet bank (email, social, ad copy, call intro).
## Tips
- Validate with customers before rollout.
- Keep one source of truth; document version and owner.
- Align with design/content teams so visuals mirror messaging.
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Designs system architecture, component specifications, and technical integration strategy. Use when: designing solutions, system architecture, technology stack, or integration approaches.
