--- name: positioning-crafter description: > Crafts the product positioning statement that differentiates the product in the market. Use when launching a new product or repositioning an existing one. Also consider when win/loss data shows buyers do not understand your differentiation. Suggest when messaging across channels feels inconsistent or generic. department: product agent: pmm version: 1.0.0 complexity: complex related-skills: - competitive-response-monitor-pmm - competitor-mapper-pmm - gtm-activation-pmm - gtm-planner - internal-comms-broadcaster-pmm - launch-narrative-builder - packaging-designer-pmm - pmm-market-intelligence - pmm-pre-briefer-pmm - sales-playbook-messaging - prd-executive-summary - pricing-finaliser-pmm - pricing-strategy-pmm - roadmap-language-reviewer triggers: - "craft positioning" - "product positioning" - "position the product" - "market positioning" - "positioning statement" --- # positioning-crafter ## Agent: PMM L2 product marketing manager responsible for competitive intelligence, positioning, GTM planning, pricing strategy, launch narrative, and sales enablement. Department ethos: [ideal-product.md](../../../../departments/product/ideal-product.md) ## Skill Description Crafts the product positioning statement that differentiates the product in the market, establishing the foundational strategic document that every downstream message -- from website copy to sales pitch to analyst briefing -- derives from. ## When to Use - Launching a new product that has no existing positioning. - Annual or semi-annual positioning refresh to ensure market relevance. - Win/loss data indicates buyers cannot articulate why your product is different. - A competitor has repositioned and your current differentiation no longer holds. - Expanding into a new segment where existing positioning does not resonate. - Internal teams are using inconsistent language to describe the product, signalling positioning drift. ## Workflow 1. Gather inputs. Collect market intelligence briefs, competitive landscape maps, win/loss analysis, customer interview transcripts, and current sales pitch recordings. 2. Define the positioning canvas: target buyer (who), market category (where you compete), key differentiation (why you win), primary benefit (what the buyer gets), and proof points (why they should believe you). 3. Draft the positioning statement using the classic framework: "For [target buyer] who [need], [product] is a [category] that [key benefit]. Unlike [competitor/alternative], [product] [key differentiator]." 4. Stress-test the positioning against three criteria: is it true (can you prove it), is it relevant (does the buyer care), and is it unique (does no competitor claim the same thing). 5. Build the messaging hierarchy below the positioning statement: three to five supporting messages, each with a claim, evidence, and buyer outcome. These form the pillars that all downstream content draws from. 6. Validate with sales by asking: "If you had 30 seconds with a prospect, would you say this?" Iterate until the answer is yes. 7. Validate with product by asking: "Is this accurate and defensible for the next 12 months?" Flag any roadmap dependencies. 8. Present to marketing and product leadership for sign-off. Position it as the canonical reference for all external messaging. 9. Publish the positioning document and distribute to all teams via the internal comms broadcaster. Archive the previous version with a date stamp. 10. Set a review cadence: full refresh every six months, interim check after any major competitive shift or product launch. ## Anti-Patterns - **Positioning by committee without a clear decision-maker.** *Why: Consensus-driven positioning becomes bland and generic because every stakeholder's favourite adjective gets included.* - **Claiming differentiation that competitors also claim.** *Why: If three companies say "easy to use," none of them are positioned; differentiation must be exclusive or at least defensibly superior.* - **Writing positioning in a vacuum without market evidence.** *Why: Positioning based on internal beliefs rather than buyer language and competitive reality will not resonate in the field.* - **Updating positioning without updating downstream messaging.** *Why: A new positioning statement that does not flow through to the website, sales deck, and enablement materials creates worse inconsistency than the old positioning.* - **Treating positioning as permanent.** *Why: Markets shift, competitors move, and buyer needs evolve; positioning that is not reviewed semi-annually becomes a liability.* ## Output **Success:** - A positioning document with target buyer, category, differentiation, benefit, proof points, and messaging hierarchy. - Stress-tested against truth, relevance, and uniqueness criteria. - Signed off by product, sales, and marketing leadership and published as the canonical reference. **Failure:** - A positioning statement so generic it could describe any product in the category. - Positioning that sales refuses to use because it does not match how buyers actually talk about the problem. - A document published without a messaging hierarchy, leaving content creators to derive their own supporting messages. ## Related Skills - launch-narrative-builder - competitor-mapper-pmm - pmm-market-intelligence - sales-playbook-messaging - [`competitive-response-monitor-pmm`](../competitive-response-monitor-pmm/SKILL.md) — sibling skill under the same agent — combine with competitive-response-monitor-pmm for end-to-end coverage - [`competitor-mapper-pmm`](../competitor-mapper-pmm/SKILL.md) — sibling skill under the same agent — combine with competitor-mapper-pmm for end-to-end coverage - [`gtm-activation-pmm`](../gtm-activation-pmm/SKILL.md) — sibling skill under the same agent — combine with gtm-activation-pmm for end-to-end coverage - [`gtm-planner`](../gtm-planner/SKILL.md) — sibling skill under the same agent — combine with gtm-planner for end-to-end coverage - [`internal-comms-broadcaster-pmm`](../internal-comms-broadcaster-pmm/SKILL.md) — sibling skill under the same agent — combine with internal-comms-broadcaster-pmm for end-to-end coverage - [`launch-narrative-builder`](../launch-narrative-builder/SKILL.md) — sibling skill under the same agent — combine with launch-narrative-builder for end-to-end coverage - [`packaging-designer-pmm`](../packaging-designer-pmm/SKILL.md) — sibling skill under the same agent — combine with packaging-designer-pmm for end-to-end coverage - [`pmm-market-intelligence`](../pmm-market-intelligence/SKILL.md) — sibling skill under the same agent — combine with pmm-market-intelligence for end-to-end coverage - [`pmm-pre-briefer-pmm`](../pmm-pre-briefer-pmm/SKILL.md) — sibling skill under the same agent — combine with pmm-pre-briefer-pmm for end-to-end coverage - [`sales-playbook-messaging`](../sales-playbook-messaging/SKILL.md) — sibling skill under the same agent — combine with sales-playbook-messaging for end-to-end coverage - [`prd-executive-summary`](../prd-executive-summary/SKILL.md) — sibling skill under the same agent — combine with prd-executive-summary for end-to-end coverage - [`pricing-finaliser-pmm`](../pricing-finaliser-pmm/SKILL.md) — sibling skill under the same agent — combine with pricing-finaliser-pmm for end-to-end coverage - [`pricing-strategy-pmm`](../pricing-strategy-pmm/SKILL.md) — sibling skill under the same agent — combine with pricing-strategy-pmm for end-to-end coverage - [`roadmap-language-reviewer`](../roadmap-language-reviewer/SKILL.md) — sibling skill under the same agent — combine with roadmap-language-reviewer for end-to-end coverage