product-positioning

name	product-positioning
version	1.1
description	Guide the process of reframing a binary product decision into a strategic positioning opportunity. Use when facing keep-or-deprecate, build-or-buy, native-or-web decisions. Identifies the unique value of each option through the unlocking question "What is this uniquely good at?" and produces a positioning statement with context, audience, and job-to-be-done.
triggers	["should we keep or deprecate","product positioning","reframe this binary decision","what is this feature uniquely good at","web vs desktop vs mobile decision","build or buy"]

Product Positioning Skill

Version: 1.1 Purpose: To guide the process of reframing a binary product decision into a strategic positioning opportunity by identifying the unique, contextual value of a product or feature.

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I. The Philosophy: Beyond the Binary

The most common trap in product strategy is the binary choice: keep or kill, build or buy, deprecate or maintain. These choices are limiting because they assume the value of a product is fixed.

This skill operates on a different principle: value is contextual. A product's worth isn't inherent -- it's determined by the context in which it's used. A web app isn't "redundant" because a desktop app exists. It's uniquely good at discovery and onboarding -- things the desktop app can't do.

The core technique is the unlocking question: "What is this uniquely good at that the other thing isn't?" This question shatters the binary and opens up new strategic possibilities.

The core insight: The reframe is the prize, not the initial answer. The before/after shift in how you think about the product is more valuable than the decision itself.

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II. When to Use This Skill

• When facing a decision about whether to keep or deprecate a feature or product
• When a product or feature seems redundant or is underperforming
• When planning a multi-surface product strategy (web, desktop, mobile)
• At the beginning of a strategic planning cycle
• Before using /scout to ensure the question is properly framed
• When two products or features feel like they're competing rather than complementing

When NOT to use:

• When the product genuinely has no unique value (sometimes deprecation is the right call)
• When the decision is about timing, not positioning (use /scout instead)
• When you need to explore many options without a binary starting point (use /scout; this skill is for binary reframes)

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III. The Workflow

This is a 5-step workflow for reframing a product decision.

Step 1: Identify the Binary Trap

Goal: Recognize when a strategic question is being framed as a simple, limiting binary choice.

Actions:

1. Listen for questions like "Should we keep X or get rid of it?"
2. Notice when the conversation is focused on resource allocation rather than strategic value
3. Identify the implicit assumption that the product/feature has only one use case
4. Name the trap explicitly: "This is being framed as [A] vs. [B], but that framing might be limiting us."

Output: A clear articulation of the binary trap.

Key insight: Most binary choices are false binaries. The act of naming the trap opens space for a richer conversation.

Step 2: Introduce the Unlocking Question

Goal: Reframe the conversation by asking a question that shatters the binary.

Actions:

1. Ask: "What is [option A] uniquely good at that [option B] isn't?"
2. Shift the focus from "what to do with this" to "what is its unique value?"
3. Challenge the assumption that products must compete rather than complement
4. Ask the user to answer from their perspective -- they often know the answer intuitively

Output: A reframed question that opens new strategic possibilities.

Example: "Should we deprecate the web app?" becomes "What is the web app uniquely good at that desktop isn't?" Answer: Discovery, onboarding, cross-platform access without installation.

Step 3: Explore the Unique Value

Goal: Map the unique strengths and contexts of the product in question.

Actions:

1. List the unique strengths of the product/feature
2. Identify the specific contexts (mobile, on-the-go, deep work, discovery) where those strengths are most valuable
3. Consider edge cases and niche use cases that might be surprisingly valuable
4. Frame each strength as a context-specific job-to-be-done

Output: A comprehensive list of unique value propositions tied to specific contexts.

Step 4: Re-Scout with the New Lens

Goal: Use the new understanding of unique value to re-scout the strategic options.

Actions:

1. Generate 3+ positioning options that go beyond the original binary:
   • Complement (each product has a unique role)
   • Specialize (each product deepens into its unique context)
   • Sunset-with-succession (one product gracefully hands off its unique value to the other)
   • Tier (products serve different user segments or pricing tiers)
2. For each option, define how the unique value would be expressed
3. Consider complementary positioning first -- competition should be a last resort

Output: A set of strategic options that leverage the unique value.

Step 5: Synthesize into a Positioning Statement

Goal: Synthesize the new options into a coherent positioning strategy.

Actions:

1. Select the best positioning option (or hybrid)
2. Write a positioning statement: "[Product/Feature] is for [context/audience] who need [job-to-be-done]. Unlike [alternative], it [unique value]."
3. Define the business model implications (pricing, tier, rollout)
4. Document the before/after framing explicitly

Output: A positioning brief with Binary Trap, Unlocking Question, Unique Values, Positioning Options, and Recommended Positioning Statement.

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IV. Best Practices

1. The Reframe is Everything

Why: The most powerful strategic moves come from reframing the question, not from choosing between existing options.

How: Always start by questioning the framing of the decision. Write down the before/after framing explicitly. Share it widely.

2. Value is Contextual

Why: A product's value is not inherent; it's determined by the context in which it's used.

How: For every product/feature, ask "In what context is this uniquely valuable?" Focus on context of use, not feature parity.

3. Complement, Don't Compete

Why: The best multi-surface strategies create complementary experiences, not competing ones.

How: Frame each surface or product by its unique job-to-be-done, not by its feature list. If two products serve different contexts, they complement rather than compete.

4. The Unlocking Question is Universal

Why: "What is this uniquely good at?" works for products, features, surfaces, teams, and even people.

How: Use this question whenever you're facing a binary decision about value. It works at every scale.

5. Document the Reframe

Why: The reframe is the most valuable artifact. Without documentation, people revert to the binary.

How: Write down the before/after framing explicitly. Make it a reference document. Share it with everyone involved in the decision.

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V. Quality Checklist

Before delivering, verify:

• Have you identified and articulated the initial binary trap?
• Have you asked the unlocking question to reframe the conversation?
• Have you clearly defined the unique value and context of the product/feature?
• Have you generated at least 3 positioning options beyond the binary?
• Have you proposed a coherent positioning statement?
• Have you documented the before/after framing?
• Have you considered business model implications?
• Is the positioning brief saved as a file?

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VI. Common Pitfalls

Pitfall 1: Accepting the Binary Without Question

Problem: Most binary choices are false binaries. Accepting them limits strategic options.

Solution: Always question the framing first. Ask "Is this really a binary choice?" before exploring options.

Pitfall 2: Focusing on Features Instead of Context

Problem: Comparing feature lists leads to "X is redundant because Y has all its features."

Solution: Focus on context of use, not feature parity. Ask "What is this uniquely good at?" -- context, not capabilities.

Pitfall 3: Competitive Positioning by Default

Problem: Assuming products must compete rather than complement.

Solution: Explore complementary positioning first. Competition should be a last resort, not the default framing.

Pitfall 4: Skipping the Re-Scout

Problem: Reframing the question but not exploring new options based on the reframe.

Solution: Always generate new positioning options after identifying unique value. The reframe without re-scouting is incomplete.

Pitfall 5: Not Documenting the Reframe

Problem: The reframe gets lost in conversation. People revert to the binary.

Solution: Write down the before/after framing explicitly. Make it a reference document.

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VII. Example: Web App Positioning

The Binary Trap: "Should we deprecate the web app now that we're building desktop?"

The Unlocking Question: "What is the web app uniquely good at that desktop isn't?"

The Unique Value:

• No installation required
• Cross-platform access from any device
• Easy to share via URL
• Natural for discovery and onboarding
• Accessible from any browser

Positioning Options:

1. Web as free discovery tier, desktop as paid core product
2. Web as lightweight companion, desktop as full workbench
3. Web for onboarding, desktop for power users
4. Deprecate web, focus on desktop (original binary -- kept for comparison)

Positioning Statement: "The web app is for new users and cross-platform access who need to discover and onboard without installation. Unlike the desktop app, it provides frictionless entry and URL-based sharing."

Business Model:

• Desktop: Core product ($20/month)
• Mobile PWA: Premium tier (separate subscription, 4-6 weeks after desktop)
• Web: Free tier for discovery and onboarding

The Outcome: Transformed a deprecation decision into a multi-surface strategy where each surface has a unique, complementary role.

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VIII. Related Skills

• strategic-scout -- Use after reframing to explore new routes in depth
• iterative-scouting -- Use to refine the positioning based on feedback loops
• multi-surface-strategy -- Use to design the complete multi-surface strategy after positioning