nickgallick Product Positioning
Use this skill to define a marketable position before writing channels, copy, or launch plans.
Workflow
- Identify direct competitors, indirect competitors, and the status quo.
- List product attributes that are both true and defensible.
- Translate each attribute into customer value.
- Rank audiences by pain intensity and urgency.
- Choose the category the market will understand fastest.
- Write one master positioning statement and 2-4 audience-specific variants.
- Build a 2x2 map using two axes the product can credibly win on.
- Stress-test whether the product is alone in its quadrant; if not, refine positioning.
Required Outputs
- Positioning statement: “For [customer] who [pain], [product] is a [category] that [benefit]. Unlike [alternative], it [differentiator].”
- Competitive alternatives table
- Unique attributes → customer value table
- Audience messaging matrix
- Category education angle
- 2x2 competitive map with labeled axes and plotted competitors
Quality Bar
- Do not use empty claims like “revolutionary” or “best-in-class.”
- Differentiate against the status quo, not only direct competitors.
- Make the quadrant logic explicit.