| name | crafting-positioning |
| description | Use this skill when the user wants to position their product in the market, craft messaging, define their UVP/USP, or build a visual identity. Phase 6 of 12: interactive guided workflow for market positioning (April Dunford framework), UVP/USP differentiation, messaging v01 template, minimum viable visual identity, and messaging testing with prospects. |
Phase 6: Early Positioning & Messaging
GTM Strategist Methodology — Phase 6 of 12
Tested with 1000+ companies. Based on Go-To-Market Strategist by Maja Voje.
You have validated your customers, built your product, and set your pricing. Now it is time to claim your position in the market and arm your team with messaging that resonates. This phase turns your validated insights into a coherent positioning and messaging system that every piece of future communication will build on.
Before You Start
1. Read User Context
Read my-gtm-context.md. Pay attention to:
- Section 2 (Target Market) and Section 3 (ICP) — who you are positioning for
- Section 4 (Problem & Value) — your core value story
- Section 6 (Competitive Landscape) — alternatives and differentiators
- Section 10 (Voice & Brand) — tone, existing brand assets
If these sections are empty, ask the user to fill them in before proceeding. Never invent context.
2. Check Prior Phase Outputs
This phase builds directly on previous work. Check outputs/ for:
| Required Input | Source Phase | File |
|---|
| Competitor analysis | Phase 2 | outputs/02-competitor-analysis.md |
| Validated ICP/ECP | Phase 3 | outputs/03-validated-persona.md |
| Value proposition | Phase 1 or 4 | outputs/01-value-proposition.md or outputs/04-jtbd-analysis.md |
| Pricing strategy | Phase 5 | outputs/05-pricing-strategy.md or outputs/05-business-model.md |
If critical inputs are missing, tell the user which phase to complete first and why. Let them proceed if they want, but flag the assumptions they are making.
3. What "Done" Looks Like
By the end of this phase, the user will have:
- A positioning statement grounded in competitive reality
- Clearly differentiated UVP and USP
- A messaging document the whole team can reference
- A minimum viable visual identity for consistent presentation
- A plan (or results) for testing messaging with real prospects
Task 1: Craft Initial Positioning
Duration: 1-3 hours
Output: outputs/06-positioning-statement.md
The April Dunford Framework (Adapted for GTM Strategist)
Work through these six steps in order. Each step feeds the next. Do not skip ahead — the sequence is the method.
Step 1: Competitive Alternatives
"What would your customers do if your product did not exist?"
This is NOT a list of competitors. It includes:
- Direct competitors (similar products)
- Indirect alternatives (spreadsheets, agencies, manual processes)
- The status quo (doing nothing, living with the problem)
Pull from outputs/02-competitor-analysis.md if available. If not, ask the user to list 5-7 alternatives their target customers actually consider.
Output format:
Competitive Alternatives:
1. [Alternative] — How customers currently solve this
2. [Alternative] — How customers currently solve this
...
Step 2: Unique Attributes
"What do you have that none of the alternatives do?"
List every capability, feature, approach, or characteristic that is genuinely unique — not "better" but "different." This must survive the test: "Could a competitor truthfully claim the same thing?" If yes, it is not unique.
Cross-reference with the user's differentiator from my-gtm-context.md Section 6.
Step 3: Value (So What?)
"What does each unique attribute actually enable for the customer?"
For each unique attribute, translate it into customer value:
- Attribute: [What you have] -> Value: [What that means for them]
Push beyond feature-speak. "AI-powered" is an attribute. "Cut research time from 4 hours to 15 minutes" is value.
Step 4: Target Customers (Who Cares Most?)
"Which customers care the most about the value you deliver?"
Use the validated ICP from Phase 3 (outputs/03-validated-persona.md). If available, rank segments by:
- How acute is their pain?
- How well does your unique value map to their needs?
- How reachable are they?
The positioning is for your BEST customers, not all possible customers.
Step 5: Market Category
"What context makes your value obvious?"
The market category sets the buyer's expectations. Choose carefully:
- Existing category — You compete head-on. Requires clear differentiation.
- Subcategory — You carve out a niche within an existing category. Lower risk.
- New category — You define the space. High reward but requires education spend.
Ask: "When I say we are a [category], does the buyer immediately understand roughly what we do and why it matters?"
Step 6: Relevant Trends
"What macro trends make your positioning timely and inevitable?"
Identify 1-3 trends that create tailwinds for your product. These are NOT features — they are market-level shifts (regulatory changes, technology shifts, buyer behavior changes) that make your solution feel timely.
Positioning Statement
Combine all six steps into a positioning statement:
For [target customers — from Step 4]
who [key problem/need],
[product name] is a [market category — from Step 5]
that [key value — from Step 3].
Unlike [primary competitive alternative — from Step 1],
we [key unique attribute — from Step 2],
which means [customer outcome].
This matters now because [relevant trend — from Step 6].
Positioning Validation Checklist
Before finalizing, test against these criteria:
Save the full positioning worksheet and final statement to outputs/06-positioning-statement.md.
Task 2: Differentiated UVPs and USPs
Duration: 1-3 hours
Output: outputs/06-uvp-usp.md
UVP vs. USP — The Distinction
| UVP (Unique Value Proposition) | USP (Unique Selling Point) |
|---|
| What it is | The value promise you make to customers | The specific feature/attribute that is unique to you |
| Audience | Customer-facing (marketing, website, pitch) | Internal + sales (why we win deals) |
| Example | "Launch your product with confidence in 90 days" | "Only platform with built-in WTP research + tier builder" |
| Test | Does the customer say "I want that"? | Can a competitor truthfully claim this too? |
Crafting Your UVP
The UVP answers one question from the customer's perspective: "Why should I care?"
Formula:
[End result the customer wants] + [Specific timeframe or qualifier] + [Without the main objection/fear]
Examples:
- "Get 3x more qualified leads without hiring a BDR team"
- "Ship validated products in 90 days, not 18 months"
- "Reduce churn by 40% with signals you already have"
UVP quality test:
- Is it specific? (Numbers, timeframes, concrete outcomes)
- Is it desirable? (Does the customer actually want this?)
- Is it credible? (Can you back it up with evidence?)
- Is it unique? (Does it differentiate from the alternatives listed in Task 1?)
Identifying Your USPs
USPs are the "how" behind the "what" of your UVP. Pull from the unique attributes identified in the positioning work (Task 1, Step 2).
For each USP candidate, run the Competitor Crosscheck:
| USP Candidate | You | Competitor A | Competitor B | Status Quo | Truly Unique? |
|---|
| [Feature/approach] | Yes/No | Yes/No | Yes/No | Yes/No | Yes/No |
Only features/approaches marked "Yes" in your column and "No" across all alternatives qualify as genuine USPs.
UVP-USP Connection Map
Link each USP to the UVP it supports:
UVP: [Your value promise]
|-- USP 1: [Unique feature] -> enables [specific part of UVP]
|-- USP 2: [Unique approach] -> enables [specific part of UVP]
|-- USP 3: [Unique capability] -> enables [specific part of UVP]
Competitive Differentiation Matrix
Build a side-by-side view for quick reference:
| Dimension | You | Alt 1 | Alt 2 | Alt 3 (Status Quo) |
|---|
| Core approach | | | | |
| Key strength | | | | |
| Key weakness | | | | |
| Best for | | | | |
| Price range | | | | |
| UVP | | | | |
Save to outputs/06-uvp-usp.md.
Task 3: Messaging v01 Template
Duration: 1-3 hours
Output: outputs/06-messaging-house.md
The Messaging House
A messaging house is a single reference document that keeps everyone on the same page — founders, marketing, sales, customer success. Version 01 is meant to be a working draft, not a polished brand book.
Structure
1. Elevator Pitch (30 seconds)
Write three versions, each for a different context:
| Version | Context | Length |
|---|
| Cocktail party | Casual, to a non-expert | 1-2 sentences |
| Investor | Strategic, outcome-focused | 2-3 sentences |
| Prospect | Problem-solution, benefit-led | 2-3 sentences |
Each must pass the "so what?" test — if the listener's natural response is "so what?", the pitch needs more specificity.
2. Core Messaging Pillars (3 Maximum)
Each pillar represents one major theme of value. Three is the limit — more than three and nothing sticks.
For each pillar:
Pillar: [Theme name]
Headline: [One sentence that captures this pillar]
Supporting points:
- [Evidence or proof point 1]
- [Evidence or proof point 2]
- [Evidence or proof point 3]
Objection it addresses: [What skepticism this overcomes]
3. Audience-Specific Messaging
Adapt the core message for each key audience. Use the ICP and personas from Phase 3.
| Audience | Their Priority | Lead With | Avoid |
|---|
| [Persona 1, e.g., Founder/CEO] | [What they care about] | [Which pillar/angle] | [What turns them off] |
| [Persona 2, e.g., VP Marketing] | [What they care about] | [Which pillar/angle] | [What turns them off] |
| [Persona 3, e.g., End user] | [What they care about] | [Which pillar/angle] | [What turns them off] |
4. Tagline Options (3-5 Candidates)
Generate 3-5 tagline candidates. Each should be:
- Under 8 words
- Benefit-focused (not feature-focused)
- Memorable and distinct from competitors
Tagline formulas that work:
- [Verb] + [Desirable outcome]: "Ship products customers actually want"
- [Outcome] + [Without pain]: "Grow revenue without growing headcount"
- [Category reimagined]: "The [X] for [specific audience]"
Mark one as the recommended candidate and explain why.
5. Boilerplate (Company Description)
Write a 50-word and 100-word version. These are for press releases, partnership pages, conference bios, and anywhere a standard company description is needed.
50-word version: Product + who it is for + key outcome + differentiator.
100-word version: Adds founding story, traction/proof point, and vision.
6. Words We Use / Words We Avoid
| We Say | We Don't Say | Why |
|---|
| [Preferred term] | [Avoided term] | [Reason] |
| [Preferred term] | [Avoided term] | [Reason] |
| [Preferred term] | [Avoided term] | [Reason] |
Pull tone preferences from my-gtm-context.md Section 10.
Save to outputs/06-messaging-house.md.
Task 4: Minimum Viable Visual Identity
Duration: 1-3 days
Output: outputs/06-visual-identity.md
What "Minimum Viable" Means
You do not need a brand agency or a 40-page brand book. You need enough visual consistency to look professional and intentional. This task produces a brief that a designer (or the founder with Canva/Figma) can execute.
Visual Identity Brief
1. Logo Direction
If no logo exists yet, define:
- Style: Wordmark, lettermark, icon + wordmark, or abstract mark
- Personality: What feeling should the logo convey? (Pull from positioning — are you the trusted expert, the scrappy disruptor, the premium solution?)
- Constraints: Where will it appear? (Website, LinkedIn, email signatures, pitch decks — each has different size/format needs)
If a logo exists, note it and move on.
Practical options for early-stage:
- DIY with Canva, Looka, or Figma
- Hire on Fiverr/99designs for under $200
- Text-based wordmark with a distinctive font (fastest, cheapest, often best)
2. Color Palette
Define 4-5 colors maximum:
| Role | Color | Hex Code | Usage |
|---|
| Primary | [Color] | #______ | Main brand color (CTAs, headers, logo) |
| Secondary | [Color] | #______ | Supporting elements, accents |
| Neutral dark | [Color] | #______ | Body text, backgrounds |
| Neutral light | [Color] | #______ | Backgrounds, cards |
| Accent | [Color] | #______ | Alerts, highlights, emphasis |
Color psychology shortcut: Blue = trust/stability, Green = growth/health, Purple = premium/creative, Orange/Red = energy/urgency, Black = luxury/authority. Cross-reference with competitor colors from Phase 2 to differentiate.
3. Typography
Pick two fonts maximum:
- Heading font: [Name] — for headers, hero text, bold statements
- Body font: [Name] — for paragraphs, descriptions, UI text
Safe bets (free, widely available):
- Headings: Inter, Manrope, Plus Jakarta Sans, Space Grotesk
- Body: Inter, Source Sans Pro, DM Sans, Nunito Sans
4. Visual Style Direction
In 2-3 sentences, describe the overall visual feel:
- Illustration style (line art, 3D, flat, photographic)
- Image treatment (bright, muted, high-contrast, minimal)
- Layout tendency (clean/minimal, dense/data-rich, bold/editorial)
Anchor this in the positioning: a "trusted expert" brand looks different from a "disruptive challenger."
5. Immediate Application Checklist
Save the visual identity brief to outputs/06-visual-identity.md.
Task 5: Test Messaging & Positioning
Duration: 1-3 days
Output: outputs/06-messaging-test-results.md
Why Testing Matters
Positioning crafted in a room without customer input is a hypothesis. Testing turns it into evidence. You need signal from real prospects, not just internal consensus.
Testing Methods (Pick 2-3)
Method 1: Landing Page A/B Test
Create 2-3 landing page variants, each with a different positioning angle or headline. Measure:
- Click-through rate on CTA
- Time on page
- Scroll depth
- Signup/conversion rate
Minimum sample: 100-200 visitors per variant for directional signal. 500+ for statistical confidence.
Tools: Google Optimize (free), Unbounce, Webflow + analytics.
What to vary:
- Hero headline (test different UVPs)
- Subheadline (test different proof points)
- CTA copy (test different urgency/benefit framing)
Keep only ONE variable different per test.
Method 2: Prospect Interviews (5-10 Conversations)
Show prospects your positioning statement and messaging. Ask:
| Question | What It Reveals |
|---|
| "In your own words, what does this product do?" | Whether your positioning is clear |
| "Who do you think this is for?" | Whether your targeting reads correctly |
| "What would make you want to learn more?" | What resonates |
| "What feels unclear or unbelievable?" | Where messaging breaks down |
| "How would you describe this to a colleague?" | Natural language for your product |
Record exact phrases prospects use — these become future ad copy and website language.
Method 3: Ad Copy Testing
Run small-budget ($50-200) ad campaigns on LinkedIn or Google with different messaging angles. Measure click-through rate as a proxy for message resonance.
Setup:
- 3-5 ad variants, each testing a different headline or value angle
- Same audience targeting across all variants
- Run for 3-5 days or until each variant has 1,000+ impressions
Method 4: Social Media Polling
Post positioning-related content on LinkedIn or Twitter. Track which problem framing, benefit statement, or category label gets the most engagement. Low-effort, directional signal only.
Method 5: Sales Call Feedback Loop
Use different opening pitches across 10-20 sales calls. Track which version gets the best "tell me more" response and which objections arise per variant.
How to Evaluate Results
Create a scoring matrix:
| Message/Angle | Clarity (1-5) | Resonance (1-5) | Differentiation (1-5) | Believability (1-5) | Total |
|---|
| [Variant A] | | | | | |
| [Variant B] | | | | | |
| [Variant C] | | | | | |
Criteria definitions:
- Clarity: Do prospects immediately understand what you do?
- Resonance: Do they say "that is exactly my problem" or "I need that"?
- Differentiation: Do they see you as distinct from alternatives?
- Believability: Do they trust the claims, or does it feel like hype?
Iteration Loop
Based on test results: (1) identify the winning positioning angle, (2) update outputs/06-positioning-statement.md and outputs/06-messaging-house.md with validated language, (3) note exact phrases prospects used in their own words (gold for copywriting), (4) flag segments where messaging fell flat for persona-specific variants.
Save test results, raw feedback, and updated scoring to outputs/06-messaging-test-results.md.
Summary
| Task | Output File | Key Deliverable |
|---|
| 1. Craft Initial Positioning | outputs/06-positioning-statement.md | Positioning statement using adapted April Dunford framework |
| 2. Differentiated UVPs and USPs | outputs/06-uvp-usp.md | UVP, USPs, competitive differentiation matrix |
| 3. Messaging v01 Template | outputs/06-messaging-house.md | Messaging house: pitches, pillars, taglines, boilerplate |
| 4. Minimum Viable Visual Identity | outputs/06-visual-identity.md | Visual identity brief: colors, typography, logo direction |
| 5. Test Messaging & Positioning | outputs/06-messaging-test-results.md | Test plan, results, and validated updates |
What You Now Have
After completing this phase, you have a positioning and messaging system grounded in competitive reality and customer evidence. Every future asset — your website, pitch deck, sales emails, content, ads — pulls from this foundation. When someone asks "what do you do?" or "why should I care?", everyone on the team gives the same answer.
What Comes Next
Phase 7: Preparing Launch Assets — takes your positioning and messaging and turns them into tangible assets: website, demo, media kit, pitch deck, and press release. The messaging house from Task 3 becomes the source of truth for all launch copy.
Go Deeper
- April Dunford, Obviously Awesome — definitive positioning guide for tech companies. Task 1's framework is adapted from her methodology.
- Maja Voje, Go-To-Market Strategist — Chapter 6 covers early positioning and messaging within the full GTM journey.
- Peep Laja / Wynter — practical B2B messaging testing methodology (Task 5, Method 2 draws from this).
- Donald Miller, StoryBrand — simplifies messaging around customer-as-hero. Helpful if Task 3 output feels too product-centric.
- Fletch PMM Category Design — relevant if Step 5 (Market Category) leans toward creating a new category.
GTM Strategist methodology by Maja Voje. https://gtmstrategist.com
