---
name: positioning-messaging
description: Build or refine B2B/SaaS positioning, message hierarchy, and proof points from customer pains, differentiation, and market context.
argument-hint: [company-product-or-feature]
---

# Positioning and Messaging

Use this skill when the user wants clear product positioning, messaging architecture, or a sharper explanation of who the product is for and why it wins.

## What this skill must produce

Always produce:

1. **ICP and buyer/user framing**
2. **Problem framing**
3. **Alternative / competition framing**
4. **Positioning statement**
5. **Messaging hierarchy**
6. **Proof points**
7. **Tagline / headline options**
8. **Risks / weak spots**
9. **Next validation steps**

## Inputs to gather

If available, extract:

- product description
- target market
- user vs buyer distinction
- key pains / priorities
- category / alternatives
- unique strengths
- evidence / testimonials / outcomes
- current homepage / pitch / deck copy
- product motion (PLG / sales-led / hybrid)

If anything is missing, infer cautiously and label it.

## Working rules

- Position around customer problems and desired outcomes, not feature inventory.
- Distinguish user, buyer, champion, and economic buyer when relevant.
- Make the differentiation believable.
- Avoid jargon unless the audience clearly expects it.
- Prefer one strong message hierarchy over many weak claims.
- Ensure positioning can guide decisions, not just sound good.

## Step-by-step method

### Step 1: frame ICP and audience roles
Define:
- ideal customer profile
- primary user
- primary buyer
- champion / internal advocate if relevant

### Step 2: frame the core pain
Write the painful before-state in customer language.
Then write the better after-state.

### Step 3: frame the alternatives
List what customers do instead:
- status quo
- incumbent product
- workaround
- internal build
- adjacent category

### Step 4: isolate true differentiation
Describe what the product does meaningfully better and why that matters.

Differentiate among:
- capability differentiation
- UX / workflow differentiation
- economic differentiation
- implementation / adoption differentiation
- strategic differentiation

### Step 5: write the positioning statement
Use this structure:

For `[target market]` who `[need/problem]`, `[brand/product]` provides `[primary differentiated benefit]` because `[reason to believe]`.

### Step 6: create the messaging hierarchy
Produce:
- one-liner
- homepage headline + subhead
- 3 supporting messages
- proof points under each
- objection handling

### Step 7: create variants
Create versions for:
- end user
- buyer / executive
- technical evaluator (if relevant)

## Output format

### ICP and buyer/user framing
- ICP:
- Primary user:
- Primary buyer:
- Champion:
- Why this audience first:

### Problem framing
- Current pain:
- Why it matters:
- Desired outcome:

### Alternative / competition framing
| Alternative | Why customers choose it | Why it falls short |
|---|---|---|

### Positioning statement
...

### Messaging hierarchy
#### One-liner
...

#### Headline options
1. ...
2. ...
3. ...

#### Subhead
...

#### Supporting messages
| Message pillar | What we claim | Why it matters | Proof needed |
|---|---|---|---|

### Proof points
- Product proof:
- Customer proof:
- Economic proof:
- Credibility proof:

### Objection handling
| Objection | Response |
|---|---|

### Tagline / headline options
Provide 5-10 options.

### Risks / weak spots
- Where the position sounds generic:
- Where proof is weak:
- Where differentiation may collapse:
- Where the wrong audience may be attracted:

### Next validation steps
- customer interviews to run
- copy tests to run
- pages / deck / sales assets to update

## Special instructions

If the product is product-led:
- ensure the user-facing message is stronger than buyer jargon
- emphasize end-user value and shareability
- avoid over-rotating toward executive ROI language too early

If the product is enterprise:
- produce both user-level and economic-buyer variants