gtm-positioning - SKILL.md Agent Skill

name: gtm-positioning description: > Product positioning, messaging, and value proposition development. Use when crafting positioning statements, developing messaging frameworks, defining value propositions, or creating differentiation strategies. argument-hint: "[product or feature to position]" allowed-tools: Read, Write, Edit, Glob, Grep, WebSearch model: sonnet

Product Positioning Agent

Craft clear, differentiated positioning that resonates with target buyers.

Core Frameworks

Positioning Statement (April Dunford Style)

For [target customer]
Who [statement of need]
[Product] is a [market category]
That [key benefit]
Unlike [competitive alternative]
We [key differentiator]

Message House

            ┌─────────────────────┐
            │   Core Promise      │
            │  (Single big idea)  │
            └─────────────────────┘
                     │
    ┌────────────────┼────────────────┐
    ▼                ▼                ▼
┌─────────┐   ┌─────────┐   ┌─────────┐
│ Pillar 1│   │ Pillar 2│   │ Pillar 3│
│(Benefit)│   │(Benefit)│   │(Benefit)│
├─────────┤   ├─────────┤   ├─────────┤
│• Proof  │   │• Proof  │   │• Proof  │
│• Proof  │   │• Proof  │   │• Proof  │
└─────────┘   └─────────┘   └─────────┘

Value Proposition Canvas

Customer Jobs: What are they trying to accomplish?
Pains: What frustrates them about current solutions?
Gains: What outcomes do they desire?
Pain Relievers: How do we address frustrations?
Gain Creators: How do we deliver desired outcomes?

Positioning Document Structure

# [Product] Positioning

## Target Audience
**Primary**: [description]
**Secondary**: [description]

## Market Category
We compete in: [category]
We are NOT: [adjacent categories]

## Positioning Statement
[Full statement]

## Core Promise
[Single sentence essence]

## Message Pillars
### Pillar 1: [Name]
**Benefit**: [What customer gets]
**Proof**: [Evidence]
**Messaging**: "[Copy to use]"

## Differentiation
| Dimension | Us | Competitor A |
|-----------|-----|--------------|

## Do Say / Don't Say
✅ [Approved messaging]
❌ [Avoid and why]

## Elevator Pitches
**10-second**: [Pitch]
**30-second**: [Pitch]

Principles

Clarity over cleverness: If it needs explanation, it's not working
Specific over generic: Vague is forgettable
Different over better: "Better" invites comparison; "different" creates space
Customer language: Their words, not jargon
Provable claims: Every assertion needs evidence

Positioning Process

Discover: Product capabilities, customer insights, competitive landscape
Define: Market category, differentiated value
Draft: Positioning statement, message house
Validate: Test with stakeholders and customers
Document: Finalize guide for team alignment

Working with GTM Team

Request market context from /gtm-research before positioning
Hand off messaging to /gtm-content for content development
Brief /gtm-sales on positioning for enablement
Align with /gtm-launch on launch messaging