positioning

name

positioning

description

Generate a complete Messaging & Positioning system as a stunning visual HTML document — message framework, positioning anchors, strategy table, persona-based messaging, awareness funnel, use case canvases, lifecycle mapping, and homepage messaging. Use when user says "positioning system", "positioning exercise", "message framework", "positioning anchors", "positioning document", "visual messaging framework", or asks for a comprehensive positioning deliverable.

/octave:positioning - Visual Messaging & Positioning System

Generate a complete, visual Messaging & Positioning system rendered as a single stunning HTML document. Eight interconnected frameworks — from the foundational Message Framework through Positioning Anchors, Strategy Table, Persona Messaging, Awareness Funnel, Use Case Canvas, Lifecycle Mapping, and Homepage Messaging — all pulled from your Octave library and grounded in real conversation evidence.

Unlike /octave:messaging which outputs text-based frameworks, this skill renders the full positioning system as a polished, scrollable HTML document with visual grids, color-coded persona columns, funnel diagrams, timelines, and split-view canvases. Designed to be the single source of truth for your product's positioning — bookmarkable, printable, and shareable.

Key differentiators:

• vs /octave:messaging — messaging outputs text; positioning renders it as a visual HTML system
• vs /octave:deck — deck is a presentation for an audience; positioning is a reference document
• vs /octave:brief — brief is account-specific; positioning is about YOUR product/company

On-brand styling — use a brand kit if one exists

Before generating, decide whose brand this positioning doc should match (usually the target company; sometimes your own company). Then:

1. Resolve the company to a <slug> and check for a cached brand kit at ~/.octave/brands/<slug>/manifest.json.
2. If a kit exists → offer it: "I found a saved brand kit for — want this positioning doc rendered in their brand?" If yes, style the output with the kit instead of a generic preset:
   • inline the kit's tokens.css (:root + the embedded @font-face) and get-brand-components/assets/kit_base.css into the output <style>;
   • follow brand-kit.md → Signature moves, and reuse the kit's real logo, images/, and icons.json;
   • for doc-shaped output you can compose directly with get-brand-components/scripts/render_kit.py (hero / split / logos / pricing / cta / footer blocks).
3. If no kit exists → offer to build one first: "No brand kit for yet — want me to capture it (~1 min) so this is on-brand?" → run /octave:get-brand-components <domain>, then proceed.
4. If the user declines → generate with the default style/preset.

The brand kit is the strongest styling signal — when one is available, prefer it over generic --style presets. See the get-brand-components skill for the kit format, token contract, and renderer.

Review pass (runs by default)

After generating, run the review pass by default — don't wait to be asked. In interactive mode, tell the user at intake that you'll review before finishing (recommended) and that they can opt out with --skip-review or "skip review". Follow get-brand-components/references/asset-review.md: the always-on preflight (em dashes, broken images/logos, link target, themed scrollbars, leaked internals) plus the visual pass (render/screenshot, inspect the pixels across the dimensions — groundedness/verification matters most — report a short located scorecard, fix, re-verify). The visual pass defaults off only in a --research fast run; the preflight always runs.

When generating, follow the output rules in get-brand-components/references/presentation-principles.md — the generation-time companion to the review pass (label every value, no tool names in the output, confirmed vs hypothesized, lean and deal-specific).

Usage

/octave:positioning [section] [--product <name>] [--style <preset>]

Modes

/octave:positioning                           # Full 8-section exercise (default)
/octave:positioning message-framework         # Section 1: Message Framework pyramid
/octave:positioning anchors                   # Section 2: Positioning Anchors
/octave:positioning strategy                  # Section 3: Positioning Strategy table
/octave:positioning personas                  # Section 4: Persona-Based Messaging
/octave:positioning awareness                 # Section 5: Value Prop by Awareness Stage
/octave:positioning use-cases                 # Section 6: Use Case Messaging Canvas
/octave:positioning lifecycle                 # Section 7: Use Case Lifecycle
/octave:positioning homepage                  # Section 8: Homepage Messaging
/octave:positioning --product "Platform"      # Focus on specific product
/octave:positioning --style executive-dark    # Choose style preset

Examples

/octave:positioning                                           # Full exercise for primary product
/octave:positioning --product "Enterprise Platform"           # Full exercise for a specific product
/octave:positioning message-framework                         # Just the message framework
/octave:positioning personas --product "Analytics"            # Persona messaging for specific product
/octave:positioning homepage                                  # Homepage messaging template
/octave:positioning awareness --style paper-minimal           # Awareness funnel with light style

Instructions

When the user runs /octave:positioning:

Step 1: Understand the Context

Determine scope:

If no section specified, confirm full exercise:

I'll generate a complete Messaging & Positioning system — all 8 frameworks
in one visual HTML document.

THE 8 FRAMEWORKS
1. Message Framework     — 3-layer pyramid: market → product → value props by persona
2. Positioning Anchors   — Primary & secondary positioning statements
3. Positioning Strategy  — Tactical table: buyer, use case, problems, differentiators
4. Persona Messaging     — Core message translated per buying committee role
5. Awareness Funnel      — Value props adapted by buyer awareness stage
6. Use Case Canvas       — Current Way vs New Way per use case
7. Use Case Lifecycle    — Customer journey phases with touchpoints & messaging
8. Homepage Messaging    — Website implementation: primary vs secondary messaging

PRODUCT FOCUS
Which product should this positioning system cover?

1. [Product 1 from library]
2. [Product 2 from library]
3. Entire company / all products
4. Specific use case or segment

Your choice:

If a specific section was requested, confirm and proceed directly.

Step 2: Octave Context Gathering

Gather all library intelligence in a single pass. Tell the user what you're researching and why. All 8 sections share the same data pool — gather once, render many.

Call as many tools as needed to build a complete picture. The best positioning systems come from layering multiple sources — product details + persona definitions + Motion ICP cell narratives + competitive context + proof points + conversation evidence all combine to create frameworks grounded in real data.

List vs Search — when to use which:

Tool	Purpose	Use when...
list_all_entities({ entityType })	Fetch all entities of a type (minimal fields)	You want a quick inventory — "show me all personas"
list_entities({ entityType })	Fetch entities with full data (paginated)	You need the actual content — "get full persona details"
get_entity({ oId })	Deep dive on one specific entity	You found something relevant and need the complete picture
search_knowledge_base({ query })	Semantic search across library + resources	You have a concept — "how do we position for enterprise?"
list_resources() / search_resources({ query })	Uploaded docs, URLs, Google Drive files	You need reference material or source docs

Rule of thumb: Use list_* when you know what type of thing you want. Use search_* when you know what topic you're looking for.

---

Data Gathering Matrix

Every section needs data from the library. Gather it all up front:

What you need	Tool	Sections that use it
All products	list_all_entities({ entityType: "product" })	All 8
Product deep dive	get_entity({ oId: "<product_oId>" })	All 8
All personas	list_entities({ entityType: "persona" })	1, 3, 4, 5, 7, 8
All segments	list_entities({ entityType: "segment" })	1, 3
All use cases	list_entities({ entityType: "use_case" })	1, 3, 6, 7
All competitors	list_all_entities({ entityType: "competitor" })	2, 3, 6
Competitor details	get_entity({ oId })	3, 6
All Motions	list_motions()	1, 2, 4, 5, 8
Motion Playbooks under a Motion	list_motion_playbooks({ motionOId })	1, 2, 4, 5, 8
Full Motion Playbook	get_motion_playbook({ motionPlaybookOId })	1, 2, 4, 5, 8
Persona × segment matrix	list_motion_icps({ motionOId })	1, 3, 4, 5, 8
Motion ICP cell narrative	find_motion_icp({ motionIcpOId, includeLearnings: true })	1, 2, 4, 5, 8
Proof points	list_entities({ entityType: "proof_point" })	2, 3, 5
References	list_entities({ entityType: "reference" })	2, 3
Brand voice	list_all_entities(entityType: "brand_voice")	8 (homepage tone)
Competitive positioning	search_knowledge_base({ query: "<product> differentiation competitive advantage", entityTypes: ["competitor"] })	2, 3, 6
What resonates	list_findings({ query: "value propositions positive reactions resonated", startDate: "<90 days ago>", eventFilters: { sentiments: ["POSITIVE"] } })	2, 5
What falls flat	list_findings({ query: "objections pushback concerns", startDate: "<90 days ago>", eventFilters: { sentiments: ["NEGATIVE"] } })	3, 5

---

Output of this step: Present a data summary and content outline:

POSITIONING SYSTEM OUTLINE: [Product/Company]
===============================================

Product: [Name]
Product Category: [Category from entity]
Target Segments: [List]
Target Personas: [List with roles]
Use Cases: [List]
Competitors: [List]
Motions: [N] with [N] Motion ICP cells across Default + Custom Motion Playbooks
Proof Points: [N] available
Conversation Evidence: [N] positive findings, [N] negative findings

---

SECTIONS TO GENERATE
---------------------

1. Message Framework
   Market: [Champion] + [Company Type] + [Use Case] + [Problem]
   MVP: [Category] + [Most Compelling Capability] + [Feature] + [Main Benefit]
   Value Props: [N] value props across [N] personas

2. Positioning Anchors
   Primary: "[Product] is a [category] for [persona] doing [use case]"
   Secondary: [N] supporting anchors

3. Positioning Strategy
   [N] rows: competitive alternatives, problems, differentiators, proof by role

4. Persona-Based Messaging
   [N] personas: User, Champion, Decision Maker, Financial Buyer, Technical Influencer

5. Value Prop by Awareness Stage
   4 stages: Problem Unaware → Problem Aware → Solution Aware → Product Aware

6. Use Case Messaging Canvas
   [N] use cases: Current Way vs New Way

7. Use Case Lifecycle
   [N] use cases with customer journey phases

8. Homepage Messaging
   Primary (homepage): core product + persona + problem + solution
   Secondary (other pages): additional personas, problems, capabilities

Octave Sources Used:
- Products: [list]
- Personas: [list]
- Segments: [list]
- Use Cases: [list]
- Competitors: [list]
- Motions: [list] with [N] Motion ICP cells
- Proof Points: [N]
- Conversation Findings: [N]

---

Does this look right? I can:
1. Proceed to style selection and generation
2. Add or remove sections
3. Go deeper on any data area
4. Change the product focus

Wait for user approval before proceeding.

Step 3: Style Selection

The positioning system uses the same CSS variable / style preset system as /octave:deck. Full preset definitions are in the deck skill's style-presets.md.

Positioning documents default to strategic, executive-friendly presets. If --style was not provided, ask:

Pick a style for your positioning system:

DARK (recommended for strategy documents)
  1. midnight-pro      — Dark navy + blue accents. Executive feel. [DEFAULT]
  2. executive-dark    — Charcoal + gold. Premium boardroom.
  3. octave-brand      — Purple on navy. Product-aligned.

LIGHT
  4. paper-minimal     — Off-white + black type. Editorial.
  5. swiss-modern      — White + red accent. Clean minimal.
  6. soft-light        — Warm white + sage green. Calm.

VIBRANT
  7. solar-flare       — Deep orange gradients. Bold.
  8. aurora-gradient   — Purple-to-teal. Visionary.

OTHER
  9. Use my brand      — Extract from website or provide colors
  10. Match an existing doc — Reuse style from a previous /octave: document

Your choice (number or name, or press Enter for midnight-pro):

If the user selects "Use my brand," follow the brand discovery flow from the deck skill (website extraction via browser-use or WebFetch, manual fallback). If they select "Match an existing doc," ask for the file path and extract its CSS variables.

Step 4: Generate HTML

Build a single self-contained HTML file. No external dependencies except Google Fonts. Everything else inlined.

Output Directory

.octave-positioning/
└── <product-kebab>-<YYYY-MM-DD>/
    └── positioning-system.html

Example: /octave:positioning --product "Octave" produces .octave-positioning/octave-2026-02-24/positioning-system.html

For single sections: .octave-positioning/octave-message-framework-2026-02-24/message-framework.html

The .octave-positioning/ directory should be in .gitignore.

HTML Architecture

The positioning system is a scrollable reference document — not a slide deck. Natural page scroll, sticky sidebar navigation, collapsible sections, and a print-friendly layout.

The full HTML structure, section templates, and CSS component patterns are defined in the references:

• section-templates.md — HTML templates for all 8 section types
• section-layouts.md — Section-specific CSS patterns (grids, funnels, timelines, canvases)

See html-scaffold.md for the full HTML + CSS scaffold of the positioning system document, including persona color system, highlight classes, and key differences from other doc skills.

Content Population

Populate each section using the templates in section-templates.md. Each section has:

• A section number and title in the summary
• A subtitle explaining what this framework answers
• The visual layout appropriate to that framework type
• Real data from the Octave context gathered in Step 2

For each section, use generate_content to synthesize the gathered library data into the framework structure:

generate_content({
  instructions: "Generate content for the [Section Name] framework.
    Structure: [specific structure for this section — see section-templates.md]
    Ground everything in the library data provided. Do not invent data.",
  customContext: "<relevant subset of gathered library intelligence>"
})

Then render the generated content into the HTML template for that section.

Content Density Guidelines

Each section has specific content limits to keep the document scannable:

Section	Content Limit
Message Framework	3 layers, up to 8 value prop rows (one per persona-use case combination)
Positioning Anchors	1 primary anchor + 3-5 secondary anchors + 2-3 combination examples
Positioning Strategy	1 summary row + up to 6 comparison rows (competitive alternatives)
Persona Messaging	Up to 5 persona columns (User, Champion, Decision Maker, Financial Buyer, Technical Influencer)
Awareness Funnel	4 fixed columns × 3 rows (Lead with, Earn trust by, To convince them)
Use Case Canvas	1 canvas per use case, up to 3 use cases
Use Case Lifecycle	6-8 journey phases per use case
Homepage Messaging	1 primary column + 1 secondary column with up to 5 expansion rows

Step 5: Delivery

After generating the HTML file:

1. Open the document in the default browser
2. Present a summary:

POSITIONING SYSTEM READY
=========================

Folder: .octave-positioning/<product>-<date>/
File:   .octave-positioning/<product>-<date>/positioning-system.html
Style:  [Preset name]

Product: [Product name]
Sections: [N] frameworks generated
Data sources: [N] personas, [N] use cases, [N] value props, [N] proof points

Navigation:
- Scroll through all 8 frameworks
- Sidebar dots on the right track your position
- Click section headers to collapse/expand
- PDF (recommended): bash "${CLAUDE_PLUGIN_ROOT:-.}"/scripts/export-pdf.sh .octave-positioning/<product>-<date>/positioning-system.html  — or Cmd+P / Ctrl+P -> Save as PDF

---

Want me to:
1. Adjust or expand a section
2. Go deeper on a specific framework
3. Generate campaign content from this positioning (/octave:campaign)
4. Create a sales deck from this (/octave:deck)
5. Save positioning statements back to library
6. Change the style
7. Export as PDF (print dialog)
8. Done

If the user wants to save back to library:

# Save positioning statements to product entity
update_entity({
  entityType: "product",
  oId: "<product_oId>",
  instructions: "Update positioning to: [primary positioning anchor]. Category: [category]. Primary value prop: [primary VP]."
})

# Fold the positioning system into Motion Playbook narrative sections (Strategic narrative,
# Benefits and impacts, Pains and consequences) for the Motion ICP cells in scope.
# A positioning exercise typically updates the Default Motion Playbook of the offering's Motion,
# touching every persona × segment cell to reflect the new anchors and persona messaging.
update_motion_playbook({
  motionPlaybookOId: "<motion_playbook_oId>",
  instructions: "Update Strategic narrative and Benefits and impacts across all Motion ICP cells to reflect: primary anchor = [...], persona-specific messages = [...]."
})

MCP Tools Used

Library — Fetching Entities

• list_all_entities — Quick scan of all entities of a type (products, personas, segments, use cases, competitors)
• list_entities — Fetch entities with full data and pagination (personas, proof points, references, use cases)
• get_entity — Deep dive on one specific entity (product, competitor)

Motions

• list_motions — Motions for the offering
• list_motion_playbooks — Default + Custom Motion Playbooks under a Motion
• get_motion_playbook — Full Motion Playbook details
• list_motion_icps — Persona × segment matrix
• find_motion_icp — Per-cell narrative + Learning Loop learnings

Library — Searching

• search_knowledge_base — Semantic search across library entities and resources (competitive positioning, differentiation)
• search_resources — Search uploaded docs and reference material

Intelligence & Signals

• list_findings — Conversation findings: what resonates (positive) and what falls flat (negative)
• list_all_entities (entityType: "brand_voice") — Brand voice for homepage messaging tone

Content Generation

• generate_content — Synthesize library data into framework structures

Library Updates (Post-Generation)

• update_entity — Save positioning statements back to product entity
• update_motion_playbook — Fold positioning into Motion Playbook narrative sections (Strategic narrative, Benefits and impacts, Pains and consequences) across the Motion's ICP cells

Error Handling

No Products Found:

No products in your library.

The positioning system needs at least one product to build frameworks around. Run /octave:library create product first, or describe your product and I'll work from that.

No Personas Found:

No personas defined yet.

I can generate a basic positioning system, but persona-specific sections (Message Framework value props, Persona Messaging, Homepage expansion) will be limited. Run /octave:library create persona to add personas.

No Use Cases Found:

No use cases defined.

Sections 6 (Use Case Canvas) and 7 (Use Case Lifecycle) require use cases. I'll skip them and generate the other 6 sections. Run /octave:library create use_case to add use cases.

No Motions or Motion ICP Cells:

No Motions or Motion ICP cells found.

The Message Framework and Persona Messaging sections will use product-level information only. For richer output, create a Motion in the Motion builder (which auto-generates a Default Motion Playbook covering the persona × segment matrix), then re-run this skill.

No Competitors Found:

No competitors in your library.

Sections 3 (Positioning Strategy) and 6 (Use Case Canvas) will omit competitive comparisons. The other sections will generate from product and persona data. Run /octave:library create competitor to add competitors.

No Conversation Evidence:

No conversation findings available.

The positioning system will be built entirely from library data. As your team logs calls, re-running this skill will surface what resonates and what doesn't — making each iteration sharper.

Octave Connection Failed:

Could not connect to your Octave workspace.

The positioning system builder needs Octave data to generate useful frameworks. Without it, most sections would be empty. To reconnect: check your MCP configuration or run /octave:workspace status

Related Skills

• /octave:messaging — Text-based messaging frameworks (this is the visual counterpart)
• /octave:deck — Build a presentation from your positioning
• /octave:campaign — Generate campaign content grounded in your positioning
• /octave:launch — Launch plan using this positioning as the messaging foundation
• /octave:brief — Account-specific prep document (positioning is product-level)
• /octave:battlecard — Competitive intelligence (feeds into Section 3: Strategy)
• /octave:enablement — Sales enablement materials using your positioning
• /octave:one-pager — Customer-facing document built from positioning
• /octave:library — Update library entities with finalized positioning