45ck 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:
- ICP and buyer/user framing
- Problem framing
- Alternative / competition framing
- Positioning statement
- Messaging hierarchy
- Proof points
- Tagline / headline options
- Risks / weak spots
- 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
- ...
- ...
- ...
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