# Product Positioning

> Craft clear product positioning that defines the target, category, differentiation, and reasons to believe for customers and go-to-market teams. Use when launching, repositioning, clarifying messaging, or aligning sales and marketing on how the product should be understood.

- Skill: `itsual/product-positioning` (Agent Skill)
- Install (CLI): `npx skillmds@latest add itsual/product-positioning`
- Raw SKILL.md: https://api.skillmd.com/api/skills/itsual/product-positioning/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: itsual (https://skillmd.com/u/itsual)
- Updated: 2026-09-21
- Page: https://skillmd.com/skills/itsual/product-positioning

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# Product Positioning

## Overview

Positioning defines how you want the product to be perceived relative to alternatives in the mind of a specific audience. It is the foundation of messaging and sales narratives.

## When to Use

- New product or category entry
- Repositioning after market or product changes
- Aligning product, marketing, and sales messaging
- Competitive displacement campaigns

## Classic Positioning Inputs

- Target customer / segment
- Category or frame of reference
- Key benefit / differentiation
- Reasons to believe
- Alternatives the customer would otherwise choose

## Principles

- Position against the real alternatives customers consider
- Be specific — vague claims (“powerful,” “easy”) are forgettable
- Make differentiation meaningful to the buyer’s job and risk
- Test positioning with customers and sales conversations
- Keep internal and external positioning consistent

## Verification

- [ ] A salesperson can explain why the customer should choose you in one minute
- [ ] Differentiation is credible and relevant
- [ ] Messaging is consistent across key channels