positioning-messaging

name	positioning-messaging
description	Build or refine B2B/SaaS positioning, message hierarchy, and proof points from customer pains, differentiation, and market context.
argument-hint	["company-product-or-feature"]

Positioning and Messaging

Use this skill when the user wants clear product positioning, messaging architecture, or a sharper explanation of who the product is for and why it wins.

What this skill must produce

Always produce:

1. ICP and buyer/user framing
2. Problem framing
3. Alternative / competition framing
4. Positioning statement
5. Messaging hierarchy
6. Proof points
7. Tagline / headline options
8. Risks / weak spots
9. Next validation steps

Inputs to gather

If available, extract:

• product description
• target market
• user vs buyer distinction
• key pains / priorities
• category / alternatives
• unique strengths
• evidence / testimonials / outcomes
• current homepage / pitch / deck copy
• product motion (PLG / sales-led / hybrid)

If anything is missing, infer cautiously and label it.

Working rules

• Position around customer problems and desired outcomes, not feature inventory.
• Distinguish user, buyer, champion, and economic buyer when relevant.
• Make the differentiation believable.
• Avoid jargon unless the audience clearly expects it.
• Prefer one strong message hierarchy over many weak claims.
• Ensure positioning can guide decisions, not just sound good.

Step-by-step method

Step 1: frame ICP and audience roles

Define:

• ideal customer profile
• primary user
• primary buyer
• champion / internal advocate if relevant

Step 2: frame the core pain

Write the painful before-state in customer language. Then write the better after-state.

Step 3: frame the alternatives

List what customers do instead:

• status quo
• incumbent product
• workaround
• internal build
• adjacent category

Step 4: isolate true differentiation

Describe what the product does meaningfully better and why that matters.

Differentiate among:

• capability differentiation
• UX / workflow differentiation
• economic differentiation
• implementation / adoption differentiation
• strategic differentiation

Step 5: write the positioning statement

Use this structure:

For [target market] who [need/problem], [brand/product] provides [primary differentiated benefit] because [reason to believe].

Step 6: create the messaging hierarchy

Produce:

• one-liner
• homepage headline + subhead
• 3 supporting messages
• proof points under each
• objection handling

Step 7: create variants

Create versions for:

• end user
• buyer / executive
• technical evaluator (if relevant)

Output format

ICP and buyer/user framing

• ICP:
• Primary user:
• Primary buyer:
• Champion:
• Why this audience first:

Problem framing

• Current pain:
• Why it matters:
• Desired outcome:

Alternative / competition framing

Alternative	Why customers choose it	Why it falls short

Positioning statement

...

Messaging hierarchy

One-liner

...

Headline options

1. ...
2. ...
3. ...

Subhead

...

Supporting messages

Message pillar	What we claim	Why it matters	Proof needed

Proof points

• Product proof:
• Customer proof:
• Economic proof:
• Credibility proof:

Objection handling

Objection	Response

Tagline / headline options

Provide 5-10 options.

Risks / weak spots

• Where the position sounds generic:
• Where proof is weak:
• Where differentiation may collapse:
• Where the wrong audience may be attracted:

Next validation steps

• customer interviews to run
• copy tests to run
• pages / deck / sales assets to update

Special instructions

If the product is product-led:

• ensure the user-facing message is stronger than buyer jargon
• emphasize end-user value and shareability
• avoid over-rotating toward executive ROI language too early

If the product is enterprise:

• produce both user-level and economic-buyer variants