| name | icp-positioning |
| description | Defines ideal customer profile and product positioning. Use when establishing or refining who the product serves and how it is differentiated in the market. |
ICP & Positioning
Reference
- ID: S-PROD-01
- Category: Product
- Inputs: market research, user interviews, competitive landscape, product capabilities
- Outputs: ICP document and positioning statement → artifacts/product/
- Used by: Product Agent
- Tool scripts: ./tools/artifact/validate.sh
Purpose
Produces a clear ideal customer profile (ICP) and positioning statement that align the team on who the product is built for, what problem it solves, and why it wins against alternatives.
Procedure
Step 0: Evidence Check
If no user evidence exists (no CONV- artifacts in artifacts/decision-memos/, no interview summaries):
Produce a Hypothesis ICP with clearly labeled assumptions:
- Each assumption should have a validation method (interview question, signup data, usage metric)
- Tag artifact status
draft and add assumption_based: true to frontmatter
- Once 5+ customer conversations validate or invalidate assumptions, update to Evidence ICP and promote to
review
Proceed to full evidence-based ICP when sufficient data exists.
- Gather inputs: market research data, user interview summaries, competitor analysis.
- Define ICP demographics: company size, industry, role/title, budget range.
- Define ICP psychographics: pain points, goals, buying triggers, objections.
- Identify the primary job-to-be-done the product addresses for this ICP.
- Map the competitive landscape — direct competitors, indirect alternatives, status quo.
- Draft a positioning statement using the format: For [ICP] who [need], [Product] is a [category] that [key benefit] unlike [alternatives] because [differentiator].
- Validate positioning against known customer feedback and win/loss data.
- Save ICP document and positioning statement to
artifacts/product/.
- Validate the artifact using
./tools/artifact/validate.sh.
Quality Checklist
