# Positioning Statement

> Craft a clear market positioning that differentiates your product and resonates with target customers.

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

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# Positioning Statement

Define how your product is unique and meaningful to customers relative to alternatives.

## Context

You are crafting positioning. If you have competitive analysis, customer segments, value props, or messaging, use them. Your goal is clear positioning that informs all marketing and sales.

## Domain Context

- **Positioning triad (Ries & Trout)**: Target, need, alternative, unique reason
- **Emotional + functional benefits**: Why customers choose you
- **Differentiation matrix**: What's unique? What matters most?
- **Positioning for different segments**: B2B vs. B2C; enterprise vs. SMB

## Instructions

1. **Define target segment**: Who are we positioning for?
2. **Identify the need**: What job or pain do they have?
3. **State the alternative**: Against what are we positioned?
4. **Articulate differentiation**: Why us, not them?
5. **Connect to emotion**: Why would they *want* us?
6. **Test with customers**: Does this resonate?

## Output Artifact

Positioning statement document (1-2 pages):
- Target customer segment
- Primary need/job
- Competitive set
- Unique differentiation (3-5 points)
- Emotional/rational benefits
- Recommended messaging framework
- Segment-specific variations (if multiple segments)

## Anti-Patterns

- **Me-too positioning**: Same as competitors
- **Purely feature-based**: "Has AI" instead of "Makes X 10x faster"
- **Ignoring emotions**: Only functional benefits
- **Not validated**: Positioning assumes, not tests, customer perception

## Further Reading

- *Positioning* (Ries & Trout) — classic positioning framework
- *Inspired* (Marty Cagan) — positioning strategy
- *Traction* (Weinberg & Mares) — positioning and messaging