value-prop-and-positioning

name	value-prop-and-positioning
description	Build and refine value propositions and messaging frameworks for revenue teams. Use when asked to define positioning, differentiation, alternatives framing, proof points, why-now narrative, or persona-specific messaging. Route competitor-specific compete guidance to battlecard-builder and objection handling to objection-library-builder.

Value Prop And Positioning

Build differentiated positioning and persona-level value messaging that sales and marketing teams can actually reuse.

Confirm Inputs First

• If a current revenue-enablement-context exists, use it first for ICP, personas, stage language, and proof standards.
• Confirm the product or feature scope.
• Confirm ICP and target segment.
• Confirm primary personas and buying roles.
• Confirm top alternatives, including status quo.
• Confirm available proof points, evidence, or customer outcomes.
• Confirm the primary commercial motion (new logo, expansion, enterprise, SMB).
• If inputs are incomplete, ask for only the minimum missing items or proceed with labeled assumptions.

Read The Right Reference

• Read references/positioning-canvas.md when you need a stable framework for framing alternatives, value pillars, and proof.

Default Workflow

1. Define the buying situation. Capture the buyer, problem, trigger, current alternative, and what changes if they do nothing.
2. Write the positioning statement. Use one sentence that says who it is for, what it helps them do, and why it is different.
3. Build the message pillars. Limit to three to five value pillars tied to measurable buyer outcomes.
4. Translate by persona. Show how the message changes for the economic buyer, champion, technical buyer, and end user.
5. Attach proof points. Use customer results, product proof, or other evidence for each pillar and note the strength of the proof.
6. Add the why-now story. Explain the business pressure, timing, or risk that makes action worth taking now.
7. Check against real alternatives. Compare the message to the status quo, in-house build, and named competitors.
8. Remove weak claims. Drop anything that cannot be defended in a live conversation or in a review with leadership.
9. Route adjacent work: For call-level talk tracks, use talk-track-builder. For objection handling, use objection-library-builder. For competitor-specific guidance, use battlecard-builder.

Output Contract

• Positioning thesis and category framing.
• Alternatives map: status quo, in-house, and competitor options.
• Persona value matrix with role-specific pain, value, and proof.
• Why-now narrative and disqualification conditions.
• Message hierarchy: headline, pillar statements, and support points.
• Proof notes with source strength.
• Assumptions list when source inputs were incomplete.

What To Avoid

• Treating positioning as slogan copy instead of decision support.
• Reusing one message across all personas with only cosmetic edits.
• Leading with claims that have no defensible proof path.

Quality Bar

• Positioning is differentiated against real alternatives, not generic claims.
• Each value statement links to a concrete buyer outcome.
• Proof is explicit and proportional to claim strength.
• Persona messaging changes meaningfully by role.
• Output is concise enough for enablement reuse without rewriting.