| name | positioning-angles |
| description | Discovers differentiated market positioning using 8 proven frameworks. This skill should be used when launching a new product or service, entering competitive markets, refreshing stale positioning, or when current messaging sounds like every other competitor. |
Positioning Angles
This skill identifies unique, defensible market positions that make a brand memorable and different - not just another option in a crowded category.
Objective
Find the positioning angle that gives the brand unfair advantage: a market position competitors can't or won't copy, that resonates deeply with the target audience.
The Core Principle: Effective positioning requires saying something a reasonable person could disagree with. If everyone in the category claims it, it's not a position - it's a table stake.
Intake Questions
Before exploring positioning frameworks, gather context:
- Product/service: What exactly does the brand offer? Core features and capabilities?
- Current positioning: How is it currently described? What's the elevator pitch today?
- Target audience: Who is the ideal customer? Be specific (demographics, psychographics, behaviors).
- Competitors: Who are the top 3-5 alternatives? How do they position themselves?
- Unique strengths: What does this brand do better than anyone else? What's unfair advantage?
- Customer feedback: What do happy customers say? What words do they use?
- Origin story: Why was this created? What problem was the founder solving?
The 8 Positioning Frameworks
1. Challenger Brand
Best for: Established markets with dominant players
Position against the market leader by attacking their weakness or reframing the category.
Template: "Unlike [leader] who [their approach], we [your different approach] because [reason it matters]."
Example: "Unlike big banks that treat you like a number, we know your name and your goals."
2. Category Creation
Best for: Truly novel products, new approaches to old problems
Create and own a new category rather than competing in an existing one.
Template: "We're not a [existing category]. We're the first [new category] that [key differentiator]."
Example: "We're not a CRM. We're a Revenue Intelligence Platform that predicts your deals."
3. Niche Domination
Best for: Broad markets with underserved segments
Own a specific vertical, use case, or customer segment completely.
Template: "The only [product type] built specifically for [niche segment]."
Example: "The only accounting software built specifically for freelance photographers."
4. Value Proposition Canvas
Best for: Customer-centric positioning, product-market fit
Map customer jobs, pains, and gains to product features, pain relievers, and gain creators.
Structure:
- Customer Jobs: What are they trying to accomplish?
- Pains: What frustrates them about current solutions?
- Gains: What would make their life better?
- Pain Relievers: How do you eliminate their frustrations?
- Gain Creators: How do you deliver desired outcomes?
5. Competitive Positioning Matrix
Best for: Crowded markets, clear differentiation
Plot competitors on two axes that matter to customers, then own an unoccupied quadrant.
Process:
- List what customers care about most
- Select two dimensions competitors vary on
- Plot all competitors on the 2x2 matrix
- Identify the empty or underserved quadrant
- Position there if you can authentically deliver
Example Axes: Price/Quality, Simple/Powerful, Traditional/Modern, Fast/Thorough
6. Geoffrey Moore's Positioning Template
Best for: B2B products, technical products, investor pitches
The classic fill-in-the-blank framework:
Template:
"For [target customer]
who [statement of need or opportunity],
[product name] is a [product category]
that [key benefit/reason to buy].
Unlike [primary competitive alternative],
our product [primary differentiation]."
7. Blue Ocean Strategy
Best for: Commoditized markets, breakthrough positioning
Find uncontested market space by eliminating, reducing, raising, or creating factors.
Four Actions Framework:
- Eliminate: What factors can you eliminate that the industry takes for granted?
- Reduce: What factors can you reduce well below industry standard?
- Raise: What factors can you raise well above industry standard?
- Create: What factors can you create that the industry has never offered?
8. Jobs-to-be-Done
Best for: Outcome-focused positioning, crossing category boundaries
Position around the outcome customers hire your product to achieve, not features.
Template: "When [situation], I want to [motivation], so I can [outcome]."
Positioning statement: "We help [customer] [achieve outcome] when [trigger situation]."
Example: "We help busy professionals feel put-together when they have 10 minutes to dress."
Framework Selection Guide
| Situation | Recommended Framework |
|---|
| Market has dominant leader | Challenger Brand |
| Truly new/novel product | Category Creation |
| Big market, specific audience | Niche Domination |
| Need product-market fit | Value Proposition Canvas |
| Many similar competitors | Competitive Positioning Matrix |
| B2B or complex product | Geoffrey Moore Template |
| Commoditized market | Blue Ocean Strategy |
| Feature parity with competitors | Jobs-to-be-Done |
Validation Criteria
Test positioning against these criteria:
Output Format
When developing positioning, produce:
- Context Summary: Market landscape and competitive set
- Framework Analysis: Deep dive using 2-3 most relevant frameworks
- Positioning Options: 3-5 potential angles with pros/cons
- Recommended Position: The winning angle with rationale
- Positioning Statement: One-paragraph articulation
- Proof Points: Evidence that supports the position
Cross-References
- Positioning informs messaging in
direct-response-copy
- Use positioning to frame
lead-magnet offers
brand-voice should align with and support the chosen position- Positioning angles guide topic selection in
keyword-research
orchestrator routes here first for new product launches
