| name | wayland-positioning-sprint |
| description | Positioning sprint that ends in a defensible position statement and a per-audience messaging matrix. Infers the competitive set, maps competitors, audits the brand against that map, recommends a position (what you stand for, against, and who it is not for), then translates it into messaging per audience.
Use when the user wants a structured, multi-step process to define or sharpen market positioning and produce messaging tailored to each audience segment.
Do NOT use for a single tagline tweak or one-line positioning question that an atomic skill can answer without running the full sprint. |
| license | Apache-2.0 |
| type | workflow |
| skills | market-competitors market-brand market-audit market-copy |
| metadata | {"author":"wayland","version":"1.0.0","tags":"marketing positioning messaging competitors brand step-by-step","category":"marketing","depends":"market-competitors market-brand market-audit market-copy"} |
Positioning Sprint
Estimated time: 45-60 minutes
This workflow runs a positioning sprint from competitor map through brand audit
to a recommended position and a per-audience messaging matrix. By the end the
user has a defensible position statement and language tuned to each audience.
It is interactive across three review checkpoints.
Steps
Step 1: Kickoff and Gather the Brief (uses: market-competitors)
Ask the user for the offer, the current positioning (or "we don't have one"),
and the top 3 competitors (or "we don't know who"). Do not proceed without a
clear offer. It is fine if positioning or competitors are unknown; later steps
infer them.
- Input: user-supplied offer, current positioning, top competitors
- Output: positioning brief
- Key focus: a clear offer; missing positioning or comps is acceptable input
Step 2: Infer the Competitive Set (uses: market-competitors)
From the brief, infer the competitive set: direct, adjacent, and status-quo
alternatives. State it plus your reasoning and ask the user to add any
competitors you missed.
- Input: positioning brief
- Output: confirmed competitive set
- Key focus: include status-quo alternatives, not only direct competitors
Step 3: Build the Competitor Map (uses: market-competitors)
From the brief and competitive set, build the competitor map: positioning,
target customer, and claim hierarchy per competitor. Show the map to the user.
- Input: positioning brief, competitive set
- Output: competitor map
- Key focus: how each competitor positions and who they target
Step 4: Review the Competitor Map (uses: market-competitors)
Present the competitor map and ask whether to refine it or proceed to the brand
audit. If refining, re-run the map step with the user's feedback (at most two
passes) before continuing.
- Input: competitor map; optional refinement feedback
- Output: confirmed or refined map, decision to proceed
- Key focus: agree the map before auditing against it
Step 5: Brand Audit Against the Map (uses: market-brand)
Audit the user's brand against the competitor map: where the current
positioning overlaps competitors, where it is undifferentiated, and where it
has a credible claim no competitor owns. Show the audit to the user.
- Input: positioning brief, competitor map
- Output: brand audit relative to the competitive field
- Key focus: find the white space the brand can credibly own
Step 6: Recommend the Position (uses: market-audit)
From the brief, map, and brand audit, recommend the position: what the brand
stands for, what it stands against, and who it is explicitly NOT for. Make it
defensible. Show the recommendation to the user.
- Input: positioning brief, competitor map, brand audit
- Output: recommended position statement
- Key focus: a sharp, defensible position with a clear "not for whom"
Step 7: Review the Position (uses: market-audit)
Present the recommended position and ask whether to refine it or proceed to the
messaging matrix. If refining, re-run the recommendation with the user's
feedback (at most three passes) before continuing.
- Input: recommended position; optional refinement feedback
- Output: confirmed or refined position, decision to proceed
- Key focus: lock the position before translating it into messaging
Step 8: Build the Messaging Matrix (uses: market-copy)
From the confirmed position and the brief, build the per-audience messaging
matrix: the same underlying position expressed in the language of each audience
segment. Show the matrix to the user.
- Input: confirmed position, positioning brief
- Output: per-audience messaging matrix
- Key focus: one position, segment-specific language, no positioning drift
Step 9: Final Review and Ship (uses: market-copy)
Present the messaging matrix. Ask the user to ship the positioning deliverable
or refine the matrix. If refining, re-run with their feedback (at most two
passes), then assemble the final Positioning Sprint deliverable with sections
for the competitive set, competitor map, brand audit, recommended position, and
messaging matrix.
- Input: messaging matrix; optional refinement feedback
- Output: final Positioning Sprint deliverable
- Key focus: ship a defensible position plus ready-to-use per-audience messaging
