Discovers differentiated market positioning using 8 proven frameworks. This skill should be used when launching a new product or service, entering competitive markets, refreshing stale positioning, or when current messaging sounds like every other competitor.
Discovers differentiated market positions using 8 proven frameworks. Use when launching products, entering competitive markets, or when messaging sounds generic. Triggers on requests for positioning strategy, competitive differentiation, or brand messaging that stands out.
/plugin marketplace add Salesably/salesably-marketplace/plugin install salesably-marketing-skills-marketing-skills@Salesably/salesably-marketplaceThis skill inherits all available tools. When active, it can use any tool Claude has access to.
This skill identifies unique, defensible market positions that make a brand memorable and different - not just another option in a crowded category.
Find the positioning angle that gives the brand unfair advantage: a market position competitors can't or won't copy, that resonates deeply with the target audience.
The Core Principle: Effective positioning requires saying something a reasonable person could disagree with. If everyone in the category claims it, it's not a position - it's a table stake.
Before exploring positioning frameworks, gather context:
Best for: Established markets with dominant players
Position against the market leader by attacking their weakness or reframing the category.
Template: "Unlike [leader] who [their approach], we [your different approach] because [reason it matters]."
Example: "Unlike big banks that treat you like a number, we know your name and your goals."
Best for: Truly novel products, new approaches to old problems
Create and own a new category rather than competing in an existing one.
Template: "We're not a [existing category]. We're the first [new category] that [key differentiator]."
Example: "We're not a CRM. We're a Revenue Intelligence Platform that predicts your deals."
Best for: Broad markets with underserved segments
Own a specific vertical, use case, or customer segment completely.
Template: "The only [product type] built specifically for [niche segment]."
Example: "The only accounting software built specifically for freelance photographers."
Best for: Customer-centric positioning, product-market fit
Map customer jobs, pains, and gains to product features, pain relievers, and gain creators.
Structure:
Best for: Crowded markets, clear differentiation
Plot competitors on two axes that matter to customers, then own an unoccupied quadrant.
Process:
Example Axes: Price/Quality, Simple/Powerful, Traditional/Modern, Fast/Thorough
Best for: B2B products, technical products, investor pitches
The classic fill-in-the-blank framework:
Template: "For [target customer] who [statement of need or opportunity], [product name] is a [product category] that [key benefit/reason to buy]. Unlike [primary competitive alternative], our product [primary differentiation]."
Best for: Commoditized markets, breakthrough positioning
Find uncontested market space by eliminating, reducing, raising, or creating factors.
Four Actions Framework:
Best for: Outcome-focused positioning, crossing category boundaries
Position around the outcome customers hire your product to achieve, not features.
Template: "When [situation], I want to [motivation], so I can [outcome]."
Positioning statement: "We help [customer] [achieve outcome] when [trigger situation]."
Example: "We help busy professionals feel put-together when they have 10 minutes to dress."
| Situation | Recommended Framework |
|---|---|
| Market has dominant leader | Challenger Brand |
| Truly new/novel product | Category Creation |
| Big market, specific audience | Niche Domination |
| Need product-market fit | Value Proposition Canvas |
| Many similar competitors | Competitive Positioning Matrix |
| B2B or complex product | Geoffrey Moore Template |
| Commoditized market | Blue Ocean Strategy |
| Feature parity with competitors | Jobs-to-be-Done |
Test positioning against these criteria:
When developing positioning, produce:
direct-response-copylead-magnet offersbrand-voice should align with and support the chosen positionkeyword-researchorchestrator routes here first for new product launches