heath-gtm Positioning Brief
What this does
Takes the raw pieces of your story and turns them into positioning the whole team can say the same way twice. It writes one positioning statement, then a message house underneath it: the category you compete in, the two-to-four value pillars that carry the story, the proof under each pillar, and the reframe for every objection you keep hearing. The output is meant to be pasted into a deck, a site, or a rep's mouth.
What you'll need
You do not need to connect anything to get value today. Bring the three answers below and the skill runs now. Connect the tools and it pulls live language to pressure-test what you wrote.
- Works today with: three inputs pasted in plain text. What you do, who it is for, and why you win against the alternative (including "do nothing"). Add any existing tagline, a competitor name, and two customer quotes if you have them.
- More powerful connected to a web-analytics tool: it sees which of your current pages hold attention, so the pillars follow real interest, not guesses.
- Sharper with a CRM or a call tool: it pulls the objections and win reasons your buyers actually say, so the reframes are theirs, not yours.
How this runs at your connection level
This skill is never reliant on a connector. It runs on the three answers you give it today and gets sharper as you connect tools. It never invents a proof point it cannot see. A missing proof is a labeled gap, not a fabricated stat.
- Bring your data: paste your three answers plus any quotes. The skill returns the full statement and message house today. No connection required.
- Connect your tools: the same skill pulls win reasons, lost reasons, and live page language automatically, and grounds the pillars in what buyers already respond to.
- Just exploring: no answers yet? Get the framework, the exact prompts it asks, and a worked example on a sample product, so you can see the shape before you fill it.
Every run ends with the one thing that would sharpen the next one, a proof point to add or a source to connect.
Customize this for yourself
This was built for a B2B product sold to a defined buyer. Set these to your situation:
| Set this | What it is | Example |
|---|---|---|
| PRODUCT | the thing you are positioning | a scheduling app, a data platform |
| AUDIENCE | the one buyer this brief speaks to | RevOps lead, Head of Support |
| ALTERNATIVE | what they use if not you | a spreadsheet, a legacy tool, nothing |
| CATEGORY | the frame you want to own | "pick a lane you can win" |
| PILLAR_COUNT | how many value pillars | 3 (use 2 to 4, never 5) |
| PROOF sources | where evidence lives | quotes, case studies, product facts |
| OBJECTIONS | the pushback you keep hearing | "too expensive", "we built it ourselves" |
Position for one audience per brief. A statement that speaks to everyone speaks to no one. Run it again for the next buyer.
The method
Positioning statement (one sentence, four parts)
For [AUDIENCE] who [need], [PRODUCT] is the [CATEGORY] that [single differentiated value], unlike [ALTERNATIVE]. If any part is fuzzy, the skill names which part and asks for it rather than guessing.
Category frame
Name the lane you want to be measured in. A strong frame makes your strengths look like the standard and the alternative look dated. The skill flags a frame that is too broad to win or too narrow to matter.
Value pillars (2 to 4)
Each pillar is a claim the buyer cares about, not a feature. Two to four only. A fifth pillar is a sign two of them are the same idea wearing different words, and the skill will say so.
Proof points
Every pillar carries at least one piece of evidence: a customer quote, a hard product fact, or an outcome. A pillar with no proof is labeled UNPROVEN so you can go get the receipt before you ship it.
Objection reframes
For each objection you keep hearing, the skill writes the one-line reframe that turns the concern into your strength. It reframes, it does not dodge.
Quality gates
- No pillar ships without at least one proof point, or it is labeled UNPROVEN.
- No fabricated metric. Illustrative numbers are marked as examples, never presented as yours.
- The statement names a real ALTERNATIVE, including "do nothing." Positioning against no one is not positioning.
Output (example)
POSITIONING BRIEF · audience: RevOps lead
Statement:
For RevOps leads drowning in manual pipeline hygiene, [Product] is the
pipeline-automation layer that keeps every deal current without a single
manual update, unlike the spreadsheets and reminders they use today.
Category: pipeline-automation layer (not "CRM add-on")
Pillars:
1. Always-current pipeline proof: quote, "we stopped Friday cleanup"
2. Zero rep data entry proof: product fact, auto-capture
3. Trustworthy forecast proof: UNPROVEN (get a customer outcome)
Objection reframes:
"We already have a CRM." -> The CRM stores the deal. It does not keep
it honest. That is the gap you feel Fridays.
"Too expensive." -> Price it against the hour a day per rep
you spend keeping the CRM true.
Next: pillar 3 has no proof. Pull one renewal story to close it.
Where the inputs come from
The three answers (what you do, who it is for, why you win) come from you. PILLAR_COUNT (3) and the two-to-four range are defaults, not laws. Proof points come from your quotes, product facts, and outcomes, or from a connected CRM and call tool. Objections come from your team's memory today and from lost-reason data once a tool is connected. The thresholds are yours to move.
Example chat
You: Help me position our product for RevOps leads. We're a pipeline-automation layer, main alternative is spreadsheets and reminders.
Claude: Here's the statement and the pillars, with proof status called out.
Statement:
For RevOps leads drowning in manual pipeline hygiene, [Product] is the
pipeline-automation layer that keeps every deal current without a single
manual update, unlike the spreadsheets and reminders they use today.
Pillars:
1. Always-current pipeline proof: quote, "we stopped Friday cleanup"
2. Zero rep data entry proof: product fact, auto-capture
3. Trustworthy forecast proof: UNPROVEN (get a customer outcome)
Pillar 3 is the one to flag before this goes anywhere near a deck. It's a real claim with no proof behind it yet, and shipping it unproven is how a message house loses credibility with the first skeptical buyer who asks for a receipt.
You: How do we get proof for pillar 3?
Claude: Pull a renewal story where the forecast held and the customer says so in their own words, that's the fastest path to a real proof point instead of a fabricated stat. Sharpener: connect a CRM or call tool so objection and win-reason language comes from what buyers actually say, instead of the team's memory of what they usually hear.
Go further
One statement for one audience proves the frame lands. Here's what running this across every buyer and every objection looks like at scale.
- Ground the pillars in what buyers actually say. Connect Gong or a similar call tool so the proof points and objection reframes are pulled from real transcripts, not team memory.
- Rebuild it per audience automatically. Run the brief again for each named buyer (RevOps lead, Head of Support, CFO) and keep a message house per audience instead of one statement stretched to cover all of them.
- Pressure-test it against real traffic. Connect a web-analytics tool so the pillars that get attention on your site inform which claims to lead with, instead of guessing which one lands first.
One good sentence proves the frame. The system is what keeps every rep saying it the same way.
Make it yours
Fork it. Change the category, the pillar count, the reframes. The point is not to sound like a positioning textbook. It is to say your story the same way twice, everywhere, this quarter. Built by an operator. Customize it, break it, make it better.