32 lines
990 B
Markdown
32 lines
990 B
Markdown
---
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name: positioning
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description: Use when structuring positioning statements, message houses, and proof
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libraries for GTM teams.
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---
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# Positioning Systems Skill
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## When to Use
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- Kicking off new products/features or entering new markets.
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- Refreshing messaging after competitive or market shifts.
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- Equipping sales/CS with updated stories.
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## Framework
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1. **Audience & Problem** – ICP, pain, current workaround.
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2. **Promise** – how we uniquely solve it (functional + emotional).
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3. **Proof** – metrics, customers, analysts, demos.
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4. **Payoff** – business outcome and CTA.
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5. **Variants** – adjust for personas, industries, regions.
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## Templates
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- Positioning canvas (Audience, Need, Approach, Differentiation, Proof).
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- Message house diagram.
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- Snippet bank (email, social, ad copy, call intro).
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## Tips
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- Validate with customers before rollout.
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- Keep one source of truth; document version and owner.
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- Align with design/content teams so visuals mirror messaging.
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---
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