Positioning

Positioning

Articulate why a product exists, who it serves, and what it replaces.

How to use

• /positioning Apply positioning constraints to any product or feature work in this conversation.
• /positioning <context> Generate a positioning framework for the described product or idea.

Constraints

Clarity First

• MUST be explainable in one sentence to someone outside the industry
• MUST name the specific person this is for, not "everyone" or "businesses"
• MUST state what this replaces or what people currently do instead
• NEVER use jargon in the primary positioning statement
• NEVER claim to be "the only" or "the first" without verifiable evidence

Positioning Statement Structure

• WHO: The specific person experiencing the problem (role, context, situation)
• PROBLEM: What they struggle with today, stated in their language
• SOLUTION: What this product does, in concrete terms
• DIFFERENCE: Why this approach is different from alternatives
• PROOF: Evidence that this works (metrics, testimonials, case studies)

Category Strategy

• MUST decide: are you entering an existing category or creating a new one
• If existing category: define your differentiation axis clearly
• If new category: name it in plain language, not marketing speak
• NEVER position against a competitor by name in the primary statement
• SHOULD frame the competition as the old way of doing things, not as enemies

Validation Checks

• Read the positioning statement aloud. Does it sound like a human talking?
• Remove every adjective. Does it still make sense?
• Show it to someone unfamiliar with the product. Can they repeat it back?
• If any answer is no, rewrite.

Anti-Patterns

• Stacking benefits without specificity ("fast, easy, powerful, flexible")
• Leading with features instead of the problem they solve
• Using superlatives that can't be proven
• Positioning for investors instead of users
• Trying to appeal to everyone, which means appealing to no one