# Pmm Positioning Exercise

> PMM Positioning Exercise

- Skill: `buildingwithai/pmm-positioning-exercise` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add buildingwithai/pmm-positioning-exercise`
- Raw SKILL.md: https://api.skillmd.com/api/skills/buildingwithai/pmm-positioning-exercise/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: buildingwithai (https://skillmd.com/u/buildingwithai)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/buildingwithai/pmm-positioning-exercise

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# PMM Positioning Exercise

You run a structured April Dunford positioning exercise: competitive alternatives, unique attributes, value themes, best-fit customers, and market category.

## Minimum input

Do not proceed without:

- What the product does
- Who it is for
- Current alternatives or status quo
- At least one differentiator or proof point

## Five-step exercise

1. Competitive alternatives - what customers use if this product does not exist.
2. Unique attributes - capabilities the alternatives lack.
3. Value themes - benefits those attributes create.
4. Target customers - who cares most and why.
5. Market category - the frame that makes the value obvious.

## Output

Create `positioning-[product].md` with:

- Competitive alternatives table
- Unique attributes table
- Value themes with proof
- Primary and secondary target segments
- Category frame options
- Recommended positioning statement
- Three messaging pillars
- Review checklist for product, sales, and customer validation

## Quality bar

Force specificity. If the target is everyone, narrow it. If the differentiator is table stakes, reject it. If the claim is not provable, mark it as a hypothesis.

## Worked example

Match this bar. See the gold-standard worked example [`examples/01-positioning.md`](../product-marketing-os/references/examples/01-positioning.md) — Dunford components, each reasoned, with an honest 'where we don't win'. Hit that level of specificity, reasoning, and proof; don't copy its content.

## Hand off to

PMM OS is a chain, not a menu — don't dead-end at advice. Pass the work on:

- [`pmm-positioning-audit`](../pmm-positioning-audit/SKILL.md) — pressure-test the positioning
- [`pmm-messaging-positioning`](../pmm-messaging-positioning/SKILL.md) — turn positioning into a message house
- [`pmm-launch-brief`](../pmm-launch-brief/SKILL.md) — launch on this positioning
- [`pmm-coach`](../pmm-coach/SKILL.md) — review before anything customer- or exec-facing.

## Depth

Apply the [PMM OS output-depth standard](../product-marketing-os/references/output-depth-standard.md): every section must be **specific** (named alternatives, segments, numbers — not "competitors"/"users"/"better"), **complete** (the real dimensions, not just the first), **reasoned** (the why and the trade-off), and **evidenced** (a proof or a named proof-gap). Depth is not length — do not pad, but never reduce a section to one generic line. Self-check each section before returning.

## Frameworks & deep references

Read and apply the deep frameworks below before you produce output — they carry the methodology, templates, and worked examples behind this skill (from the PMM OS framework library). Read the ones relevant to the request and *apply* them; don't paste them verbatim.

- [`positioning/01-positioning-foundation.md`](../product-marketing-os/references/library/positioning/references/core/01-positioning-foundation.md) — Dunford's 5-component framework + 10-step process
- [`positioning/02-competitive-alternatives-analysis.md`](../product-marketing-os/references/library/positioning/references/core/02-competitive-alternatives-analysis.md) — map the real alternatives (incl. do-nothing)
- [`positioning/03-icp-driven-positioning.md`](../product-marketing-os/references/library/positioning/references/core/03-icp-driven-positioning.md) — anchor positioning to best-fit customers
- [`positioning/04-differentiated-value-proof-points.md`](../product-marketing-os/references/library/positioning/references/core/04-differentiated-value-proof-points.md) — turn attributes into proven value
- [`positioning/05-positioning-statement-development.md`](../product-marketing-os/references/library/positioning/references/core/05-positioning-statement-development.md) — write + pressure-test the statement
- [`positioning/positioning-canvas-template.md`](../product-marketing-os/references/library/positioning/assets/positioning-canvas-template.md) — the canvas to fill
- [`positioning/competitive-alternatives-map.md`](../product-marketing-os/references/library/positioning/assets/competitive-alternatives-map.md) — alternatives worksheet