| name | positioning-strategy |
| description | Use when crafting product messaging - builds value proposition, differentiators, messaging matrix per persona, competitive positioning, and elevator pitches |
Positioning Strategy
Overview
Craft the messaging framework: how the product is positioned against alternatives and communicated to each persona. The most referenced output - landing-page and campaign-builder pull directly from this.
Announce at start: "I'm using the positioning-strategy skill to craft the messaging framework."
Process
Step 1: Context gathering
- Read existing docs: market research, personas, brand identity
- Ask the output mode question (minimal vs full)
Step 2: Guided conversation (one question at a time)
Category definition
- What category does this product live in?
- Should it create a new category? (Only if genuinely novel - most products shouldn't)
Value proposition
- Draft a single sentence capturing the core promise
- Iterate until tight - this is the foundation for everything downstream
- Format: "[Product] helps [persona] [achieve goal] by [unique approach]"
Differentiators
- Identify 3-5 things that set this apart
- Rank by importance to each persona
- Each differentiator needs proof (feature, metric, or story)
Messaging matrix
- Per persona: headline, subhead, key proof points, objection handling
- Present one persona's messaging at a time for validation
Competitive positioning
- How to talk about alternatives without naming them
- When to name competitors directly (rare, specific contexts)
Elevator pitches
- 10-second version (one sentence)
- 30-second version (problem + solution + differentiator)
- 2-minute version (full narrative)
Step 3: Write output
- Write
docs/marketing/positioning-strategy.md
- Full mode adds: messaging matrix as JSON, A/B headline variants, pitch script drafts
Step 4: Handoff
- Suggest
globalcoder-marketing:launch-plan
- Note that
landing-page and campaign-builder pull from this framework
Key Principles
- Value prop is king - spend the most time here, iterate until it's sharp
- Per-persona messaging - one message doesn't fit all audiences
- Proof over claims - every differentiator needs evidence
- Validate the matrix carefully - this feeds all downstream execution
