# Positioning Workshop

> Facilitate a guided positioning session that walks through target customer, problem, category, benefit, and differentiation using April Dunford's methodology with adaptive questions.

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

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## Purpose

Guide a team through building a product positioning statement step-by-step using adaptive questions. Combines Geoffrey Moore's classic template with April Dunford's *Obviously Awesome* methodology for a modern, thorough positioning exercise.

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## Key Concepts

### Workshop Flow (5-7 turns)

1. **Competitive Alternatives** — What would customers do if you didn't exist?
2. **Unique Attributes** — What do you have that alternatives don't?
3. **Value Themes** — What value do those attributes enable?
4. **Target Segments** — Who cares most about that value?
5. **Market Category** — What frame of reference makes your value obvious?
6. **Validation** — Does it pass the "so what?" test?

### Facilitation Protocol

Use `skills/communication/workshop-facilitation/SKILL.md` as the interaction protocol.

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## Application

### Turn 1: Competitive Alternatives

**Agent asks:** "If your product didn't exist, what would your best customers do instead?"

**Options:**
1. **Use a direct competitor** — Name them
2. **Use a general-purpose tool** — Spreadsheets, email, etc.
3. **Hire someone** — Consultant, contractor, intern
4. **Do nothing** — Live with the problem
5. **Build it themselves** — Internal tool
6. **Other** (describe)

**Follow-up:** "What specifically falls short about that alternative?"

---

### Turn 2: Unique Attributes

**Agent asks:** "What does your product have or do that those alternatives cannot match?"

Prompts:
- "Think about features, capabilities, expertise, data, network..."
- "Be specific — not 'better UX' but 'onboarding in under 5 minutes without SQL'"

---

### Turn 3: Value Themes

**Agent asks:** "For each unique attribute, what value does it create for the customer?"

**Agent maps:** Attribute → Value

| Unique Attribute | Value for Customer |
|-----------------|-------------------|
| [Attribute 1] | → [Value 1] |
| [Attribute 2] | → [Value 2] |

**Agent clusters:** Values into 2-3 themes

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### Turn 4: Target Segments

**Agent asks:** "Which customer segments care most about these value themes?"

Prompts:
- "Who gets the most desperate about the problem you solve?"
- "Who has budget, authority, and urgency?"
- "Who would be devastated if you disappeared?"

---

### Turn 5: Market Category

**Agent asks:** "If you overheard someone describing your product, what would they say you ARE?"

**Options:**
1. **Existing category** — "It's a [known category]" (e.g., "CRM")
2. **Subcategory** — "It's a [known category] but for [specific use]" (e.g., "CRM for agencies")
3. **New category** — "There's nothing quite like it" (risky but potentially powerful)

---

### Turn 6: Assemble & Validate

Agent assembles the positioning statement and asks:

**Agent asks:** "Here's your positioning. Does this pass the 'so what?' test?"

```markdown
For [target segment]
who [need],
[product] is a [category]
that [value theme].
Unlike [competitive alternative],
our product [unique attribute → value].
```

**Validation questions:**
- "Would a sales rep remember this tomorrow?"
- "Would a customer nod and say 'yes, exactly!'?"
- "Does this differentiate you from the top competitor?"

---

## Quality Rubric

| Dimension | 0 | 1 | 2 |
|-----------|---|---|---|
| **Alternatives** | Not identified | Generic "competitors" | Specific alternatives with gaps |
| **Uniqueness** | "We're better" | Real but vague attributes | Specific, defensible attributes |
| **Value** | Features listed | Benefits stated | Customer outcomes quantified |
| **Segment** | "Everyone" | Named segment | Specific + who it's NOT for |
| **Category** | No framing | Existing category | Strategic category choice with rationale |

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## References

### Related Skills
- `skills/strategy/positioning-statement/SKILL.md` — The component this workshop produces
- `skills/discovery/proto-persona/SKILL.md` — Input for target segment
- `skills/discovery/competitive-battle-card/SKILL.md` — Competitive context

### External Frameworks
- April Dunford, *Obviously Awesome* (2019)
- Geoffrey Moore, *Crossing the Chasm* (1991)

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**Skill type:** Interactive
**Domain:** Strategy & Vision