---
name: marketing-positioning-strategy
description: Define ICP, buyer personas, positioning, category strategy, messaging, value propositions, offers, campaign strategy, brand narrative, launch strategy, and go-to-market messaging. Use when Codex is asked to clarify who to sell to, why they buy, how to differentiate, or how to package a campaign or offer.
---

# Marketing Positioning Strategy

## Core Workflow

1. Identify product, market, buyer, use case, alternatives, price, sales motion, proof, and strategic constraint.
2. Define ICP by fit, pain, urgency, value potential, access, and ability to win.
3. Map buying committee roles, jobs-to-be-done, objections, triggers, and decision criteria.
4. Position against alternatives, not in isolation.
5. Turn positioning into message hierarchy: category, problem, promise, proof, offer, objections, and CTA.
6. Validate with customer evidence, sales feedback, search/social language, and conversion data.

## Positioning Principles

- Specific beats broad.
- The buyer's current alternative matters more than the competitor list.
- Proof must match the claim.
- Messaging should change by segment, persona, funnel stage, and channel without contradicting core positioning.
- Strong positioning says no to weak-fit buyers and weak-fit channels.

## Deliverable Shape

- ICP and exclusions
- Buyer personas and committee roles
- Category and alternatives
- Core positioning statement
- Message hierarchy
- Proof points
- Objection handling
- Campaign or offer recommendations

## References

- Read `references/positioning-strategy-checklist.md` when building or auditing positioning and messaging.