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Market positioning strategy using the April Dunford framework, enriched with JTBD discovery, Moore positioning statement, and Neumeier's Onliness Test. Produces a complete positioning document, positioning statement, competitive alternatives map, and market category analysis. Use when the user wants to define or refine their market positioning, find their unique position, differentiate from competitors, craft a positioning statement, choose a market category, or figure out "how should we position this product." Triggers for "positioning", "how to position", "market position", "differentiation strategy", "positioning statement", "competitive positioning", "category strategy", "where do we fit in the market", "how are we different", "unique value proposition", or any request to define, sharpen, or rethink positioning. Works standalone — no prior startup-design or startup-competitors session needed, but leverages their output if available.

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Market positioning strategy using the April Dunford framework, enriched with JTBD discovery, Moore positioning statement, and Neumeier's Onliness Test. Produces a complete positioning document, positioning statement, competitive alternatives map, and market category analysis. Use when the user wants to define or refine their market positioning, find their unique position, differentiate from competitors, craft a positioning statement, choose a market category, or figure out "how should we position this product." Triggers for "positioning", "how to position", "market position", "differentiation strategy", "positioning statement", "competitive positioning", "category strategy", "where do we fit in the market", "how are we different", "unique value proposition", or any request to define, sharpen, or rethink positioning. Works standalone — no prior startup-design or startup-competitors session needed, but leverages their output if available.

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Explore five ways to position a product against competitors. Review five leading competitors, identify gaps in their messaging, and develop positioning statements with audience rationale, supporting messages, and the product advantages behind each idea.

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• Defining positioning for a new product
• Exploring ways to stand apart from competitors
• Finding gaps in competitor messaging

World-class brand positioning expertise combining David Ogilvy's direct response wisdom, Emily Heyward's obsessive brand strategy (Red Antler), and Al Ries/Jack Trout's positioning classics. This skill answers: "What space do we own in the customer's mind, and why does it matter?" Brand isn't what you say about yourself - it's what others say when you're not in the room. Positioning isn't about creativity - it's about claiming territory in an overcrowded mind. Use when "brand positioning, positioning statement, brand strategy, category design, competitive positioning, how should we position, brand differentiation, value proposition, what makes us different, brand platform, brand values, brand personality, brand promise, brand manifesto, tagline, unique selling proposition, usp, category creation, own a word, mind share, brand, positioning, strategy, differentiation, category, competitive, values, identity" mentioned.

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Develop positioning strategy with anchor, differentiators, status-quo alternatives, and a positioning statement. Reads from marketing/icp/ICP.md + marketing/competitors/aggregate.md. Writes to marketing/positioning/positioning.md as the canonical positioning every downstream skill reads. Triggers - "positioning", "category definition", "how do we position", "positioning strategy", "anchor + differentiators"

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Comprehensive brand messaging, positioning, and value proposition development using proven frameworks including Peep Laja Message Layers, Osterwalder Value Proposition Canvas, Geoffrey Moore positioning, April Dunford's Five Components, StoryBrand SB7, Andy Raskin Strategic Narrative, and Messaging House. Use when developing brand identity, brand messaging architecture, positioning statements, value propositions, messaging hierarchies, brand pillars, taglines, one-liners, elevator pitches, brand guidelines, visual identity systems, or creating Positioning & Messaging Packs. Triggers include: messaging framework, brand positioning, value prop, messaging architecture, brand pillars, brand identity, StoryBrand, positioning statement, brand guidelines, design system, messaging house, corporate identity, brand voice, visual standards.

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Write a product positioning document. Use when the user says "write a positioning doc", "positioning statement", "how should we position this product", "positioning for [product]", "we need to differentiate from competitors", "product positioning and messaging", "positioning workshop", "help me define our position in the market", or wants to establish how a product should be perceived relative to competitors. For customer-facing message wording, see messaging-framework. For the competitive research behind it, see competitor-analyst. For storing it in the knowledge base, see brand-context.

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Helps B2B SaaS teams define target customers, explain product value, and plan market launches. Includes positioning frameworks, competitor comparison sheets for sales, win/loss analysis, and guidance for international expansion.

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• Define ideal customers and buyer roles
• Clarify product positioning and messaging
• Prepare competitor comparison sheets for sales

Define and sharpen a brand's market positioning — where it sits relative to competitors, what it owns, and how it differentiates. Use when the user says "brand positioning", "positioning statement", "where do we sit in the market", "how are we different", "differentiation strategy", "positioning map", "competitive positioning", "what space do we own", "brand territory", "we're too similar to competitors", "help me position this brand", or wants to find a defensible place in a crowded category.

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Competitive positioning, strategic group mapping, differentiation analysis, competitive advantage assessment, market positioning map, value chain positioning, brand positioning, cost leadership vs differentiation, niche strategy analysis, disruptive positioning

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Define product positioning using April Dunford's 5-step framework during PRD v0.9 Go-to-Market. Triggers on requests to position the product, define category, frame against competitors, or when user asks "what category are we?", "how do we position?", "Dunford positioning", "obviously awesome", "market frame of reference", "positioning statement". Outputs GTM-* entries with Type=Positioning and BR-POS-* positioning rules.

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Clarify how a product differs from competitors and test whether buyers value that difference. The skill guides competitor messaging reviews, assessments of hard-to-copy strengths, wording comparisons, and a phased rollout of validated positioning.

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• Clarifying differences from competitors
• Testing website headlines and sales wording
• Planning a phased positioning rollout

Define a product’s target customers and distinctive value, then turn that positioning into market-entry plans, competitor comparison guides, launch plans, and sales materials. Includes workflows for customer validation and adapting messaging for international markets.

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• Defining target customers and product value
• Preparing competitor comparison guides for sales
• Planning product launches and market entry

Review a marketing plan by clarifying the customer, their need, and the product’s positioning. Examine acquisition channels, customer acquisition costs, and payback periods, then produce a verdict and three concrete next steps.

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• Reviewing a campaign before launch
• Revising positioning or a tagline
• Assessing spending on a new acquisition channel

Define ideal customers and a clear market position for an AI product. Use customer evidence to separate customer fit from buying intent, turn technical capabilities into business messages, and plan recurring checks of product-market fit.

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• Define ideal customers using existing customer data
• Clarify differentiation from competitors and manual work
• Translate technical features into messages for buyers

Use when the user asks to "check our positioning against what we can actually ship", "trace which differentiators we can defend", or "reconcile the positioning canvas with the claims ledger"; reconciles the reused positioning canvas against the shippable stage and the claims ledger to produce a differentiation truth set — every differentiating claim verifiable or marked '[needs source]' — that TALE-T1 is judged against. Not for building the canvas — use positioning-mapper; not for adjudicating claims — use offer-claims-registry; not for authoring the message house — use message-system-architect. 定位真相/差异化校准/可交付现实/主张核对

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Define product positioning by mapping competitive alternatives, unique attributes, and best-fit customers to the right market category. Use when the user mentions "positioning", "competitive alternatives", "how to position", "market category", "positioning canvas", "repositioning", "category creation", "what category are we in", or "why prospects dont get what we do". Also trigger when launching a new product, entering a crowded market, or diagnosing why prospects dont grasp the product's value. Covers the positioning canvas and team workshops. For customer jobs analysis, see jobs-to-be-done. For go-to-market, see crossing-the-chasm.

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Develops B2B SaaS positioning from your ICP, competitor and win-loss evidence. Maps what buyers compare you to, chooses between leading with a category or a problem, picks a primary and secondary anchor and up to three defensible differentiators, lays out 2 to 4 worked positioning options with a comparison canvas so you can decide, then locks the chosen one and tests it (clarity ladder, guarantee test). Triggers: "positioning", "how do we position", "what category are we in", "how do we differentiate from", "our homepage is confusing", "positioning options". Run before /messaging. Not for taglines or a messaging library (use /messaging).

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Find the angle that makes something sell. Use this skill whenever the user mentions positioning, angles, differentiation, unique selling proposition, 'how do I stand out', 'what makes us different', value proposition, messaging framework, or 'find the hook'. Also trigger when copy isn't converting (often a positioning problem), when marketing feels generic, when launching a product, creating a lead magnet, writing a landing page, or entering a crowded market. Even if the user is about to write copy without established positioning, run this first — the angle informs everything downstream. Generates 3-5 positioning angles with competitive web research and validation.

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Connect business positioning to a concrete visual language. Maps strategic positioning (category, differentiator, who-it's-for, who-it's-against) onto visual decisions — palette, type, imagery, tone — so the look reinforces the strategy. Use when the user says "positioning into visuals", "what should the brand look like given our strategy", "align visuals with positioning", or is moving from strategy to brand expression. Part of the Creative Production set.

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Use when the user asks to "check our positioning against what we can actually ship", "trace which differentiators we can defend", or "reconcile the positioning canvas with the claims ledger"; reconciles the reused positioning canvas against the shippable stage and the claims ledger to produce a differentiation truth set — every differentiating claim verifiable or marked '[needs source]' — that TALE-T1 is judged against. Not for building the canvas — use positioning-mapper; not for adjudicating claims — use offer-claims-registry; not for authoring the message house — use message-system-architect. 定位真相/差异化校准/可交付现实/主张核对

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Compare competitors, pricing, and market positions to identify differentiation options. Use structured analysis and positioning maps, which compare businesses on key customer priorities, to assess market entry choices and whether competitive advantages can last.

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• Comparing competitors' products, prices, and sales approaches
• Mapping market positions to find unmet customer needs
• Choosing an initial target segment for market entry

Research competitors' messaging, product positioning, and content strategy, then build a comparison brief showing strengths, gaps, opportunities, and threats. Use the findings to shape marketing messages, choose content topics, or prepare sales comparison guides.

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• Compare competitors' messages and positioning
• Find overlooked content topics and audiences
• Prepare a competitive reference for sales

Track competitors’ products, pricing, and customer wins or losses, then turn findings into sales comparison sheets, market positioning updates, and feature gap summaries that inform product planning and leadership decisions.

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• Mapping direct, indirect, and emerging competitors
• Preparing competitor comparison sheets for sales calls
• Analyzing why deals were won or lost