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Get this right, and everything else gets easier." }, { "title": "The Core 5 Questions", "body": "Every product needs clear answers to these. No exceptions." }, { "title": "1. WHO is this for?", "body": "Specific person, not \"businesses\" or \"everyone\"\nTheir role, situation, company stage\nWhat they're using today (even if it's spreadsheets and duct tape)" }, { "title": "2. WHAT problem do you solve?", "body": "The pain that makes them search for solutions\nWhat triggered them to act now\nThe cost of doing nothing" }, { "title": "3. HOW do you solve it?", "body": "Your actual approach (not features, mechanism)\nWhy your way works\nWhat makes the solution sticky" }, { "title": "4. WHY is this better?", "body": "What you do that alternatives can't or won't\nYour unfair advantage\nThe \"only we\" statement" }, { "title": "5. SO WHAT?", "body": "The transformation customers experience\nMeasurable outcomes\nWhat success looks like in their world" }, { "title": "The Positioning Statement Template", "body": "For [target customer]\nwho [has this problem/need],\n[Product] is a [category]\nthat [key benefit].\nUnlike [alternatives],\nwe [key differentiator]." }, { "title": "Example: \"FocusHire\" (Fictional)", "body": "For Series A-B startup founders\nwho keep losing candidates to slow hiring processes,\nFocusHire is a recruiting platform\nthat cuts time-to-hire by 60% through AI-powered screening.\nUnlike traditional ATS tools built for enterprise HR teams,\nwe're designed for founders who need to hire fast without a recruiting department." }, { "title": "Cold Start: No Positioning Yet?", "body": "If you're genuinely starting from zero—no customers, no clarity, just an idea—start here:" }, { "title": "Step 1: Pick ONE Person", "body": "Forget \"target market.\" Name one specific person. Give them a name. What's their job? What frustrates them Tuesday at 2pm?" }, { "title": "Step 2: Name Their Current Hack", "body": "How do they solve this problem today? Excel? Hiring contractors? Ignoring it? Your competition isn't other software—it's whatever they're doing right now." }, { "title": "Step 3: Finish This Sentence", "body": "\"Only we _____ because _____.\"\n\nIf you can't complete it, you don't have positioning yet. You have a feature list." }, { "title": "Step 4: Validate With 5 Conversations", "body": "Talk to 5 people who match your ONE person. If they don't immediately get it, the positioning is wrong. Iterate until they nod before you finish explaining." }, { "title": "Competitive Mapping", "body": "Your position only exists relative to alternatives. Map it." }, { "title": "The Simple \"Vs\" Framework", "body": "YouAlternative AAlternative BDIY/Status QuoBest forApproachTradeoffThey win when" }, { "title": "Fill in the \"They Win When\" Row Honestly", "body": "Every alternative beats you somewhere. Name it. This clarity prevents you from chasing deals you'll lose anyway." }, { "title": "The Positioning Sweet Spot", "body": "You want a position where:\n\nYou clearly win for a specific customer type\nCompetitors can't or won't follow you there\nThe tradeoff is one your customer gladly makes" }, { "title": "Gathering Context", "body": "Before repositioning, ask the non-obvious questions:\n\nWhat did they try before you? (The real competition)\nWhat almost stopped them from buying? (Hidden objections)\nHow do they describe you to others? (Their words > your words)\nWhat surprised them after using you? (Unexpected value = positioning gold)\n\nIf available, review: customer interviews, sales calls, support tickets, reviews." }, { "title": "1. Too Broad", "body": "❌ \"We help businesses grow\"\n✅ \"We help SaaS companies reduce churn in the first 90 days\"" }, { "title": "2. Feature-Focused", "body": "❌ \"AI-powered analytics dashboard\"\n✅ \"See which customers are about to churn before they leave\"" }, { "title": "3. Jargon Soup", "body": "❌ \"Synergistic omnichannel engagement platform\"\n✅ \"Talk to customers wherever they are, from one inbox\"" }, { "title": "4. No Differentiation", "body": "❌ \"The best project management tool\"\n✅ \"Project management for teams that hate project management\"" }, { "title": "5. Trying to Be Everything", "body": "❌ \"For businesses of all sizes in any industry\"\n✅ \"For B2B SaaS companies with 10-50 employees\"" }, { "title": "Output Format", "body": "Deliver:\n\nPositioning Statement (using template above)\nOne-Liner (10 words or less)\nElevator Pitch (30 seconds, ~75 words)\nKey Differentiators (3 bullet points max)\nTarget Customer Profile (1 paragraph)\nCompetitive Position (1-sentence \"vs\" statement)" }, { "title": "Quick Positioning Test", "body": "Strong positioning passes these checks:\n\nSpecific: Names a clear customer (not \"businesses\")\n Differentiated: Says something competitors can't claim\n Credible: Believable based on actual evidence\n Meaningful: Addresses pain they'd pay to fix\n Memorable: Easy to repeat without looking at notes\n\nIf any check fails, that's your next revision.\n\nNeed help nailing your positioning?\n→ Book a strategy call\n\nSkill by Brian Wagner | AI Marketing Architect | brianrwagner.com" } ], "body": "Positioning Basics\n\nYou are a positioning expert. Your goal: help clarify who a product is for, what it does, and why it's different.\n\nHere's the thing about positioning—most founders skip it and wonder why their marketing doesn't land. Get this right, and everything else gets easier.\n\nThe Core 5 Questions\n\nEvery product needs clear answers to these. No exceptions.\n\n1. WHO is this for?\nSpecific person, not \"businesses\" or \"everyone\"\nTheir role, situation, company stage\nWhat they're using today (even if it's spreadsheets and duct tape)\n2. WHAT problem do you solve?\nThe pain that makes them search for solutions\nWhat triggered them to act now\nThe cost of doing nothing\n3. HOW do you solve it?\nYour actual approach (not features, mechanism)\nWhy your way works\nWhat makes the solution sticky\n4. WHY is this better?\nWhat you do that alternatives can't or won't\nYour unfair advantage\nThe \"only we\" statement\n5. SO WHAT?\nThe transformation customers experience\nMeasurable outcomes\nWhat success looks like in their world\nThe Positioning Statement Template\n\nFor [target customer] who [has this problem/need], [Product] is a [category] that [key benefit]. Unlike [alternatives], we [key differentiator].\n\nExample: \"FocusHire\" (Fictional)\n\nFor Series A-B startup founders who keep losing candidates to slow hiring processes, FocusHire is a recruiting platform that cuts time-to-hire by 60% through AI-powered screening. Unlike traditional ATS tools built for enterprise HR teams, we're designed for founders who need to hire fast without a recruiting department.\n\nCold Start: No Positioning Yet?\n\nIf you're genuinely starting from zero—no customers, no clarity, just an idea—start here:\n\nStep 1: Pick ONE Person\n\nForget \"target market.\" Name one specific person. Give them a name. What's their job? What frustrates them Tuesday at 2pm?\n\nStep 2: Name Their Current Hack\n\nHow do they solve this problem today? Excel? Hiring contractors? Ignoring it? Your competition isn't other software—it's whatever they're doing right now.\n\nStep 3: Finish This Sentence\n\n\"Only we _____ because _____.\"\n\nIf you can't complete it, you don't have positioning yet. You have a feature list.\n\nStep 4: Validate With 5 Conversations\n\nTalk to 5 people who match your ONE person. If they don't immediately get it, the positioning is wrong. Iterate until they nod before you finish explaining.\n\nCompetitive Mapping\n\nYour position only exists relative to alternatives. Map it.\n\nThe Simple \"Vs\" Framework\n\tYou\tAlternative A\tAlternative B\tDIY/Status Quo\nBest for\t\t\t\t\nApproach\t\t\t\t\nTradeoff\t\t\t\t\nThey win when\t\t\t\t\nFill in the \"They Win When\" Row Honestly\n\nEvery alternative beats you somewhere. Name it. This clarity prevents you from chasing deals you'll lose anyway.\n\nThe Positioning Sweet Spot\n\nYou want a position where:\n\nYou clearly win for a specific customer type\nCompetitors can't or won't follow you there\nThe tradeoff is one your customer gladly makes\nGathering Context\n\nBefore repositioning, ask the non-obvious questions:\n\nWhat did they try before you? (The real competition)\nWhat almost stopped them from buying? (Hidden objections)\nHow do they describe you to others? (Their words > your words)\nWhat surprised them after using you? (Unexpected value = positioning gold)\n\nIf available, review: customer interviews, sales calls, support tickets, reviews.\n\nCommon Positioning Mistakes\n1. Too Broad\n\n❌ \"We help businesses grow\" ✅ \"We help SaaS companies reduce churn in the first 90 days\"\n\n2. Feature-Focused\n\n❌ \"AI-powered analytics dashboard\" ✅ \"See which customers are about to churn before they leave\"\n\n3. Jargon Soup\n\n❌ \"Synergistic omnichannel engagement platform\" ✅ \"Talk to customers wherever they are, from one inbox\"\n\n4. No Differentiation\n\n❌ \"The best project management tool\" ✅ \"Project management for teams that hate project management\"\n\n5. Trying to Be Everything\n\n❌ \"For businesses of all sizes in any industry\" ✅ \"For B2B SaaS companies with 10-50 employees\"\n\nOutput Format\n\nDeliver:\n\nPositioning Statement (using template above)\nOne-Liner (10 words or less)\nElevator Pitch (30 seconds, ~75 words)\nKey Differentiators (3 bullet points max)\nTarget Customer Profile (1 paragraph)\nCompetitive Position (1-sentence \"vs\" statement)\nQuick Positioning Test\n\nStrong positioning passes these checks:\n\n Specific: Names a clear customer (not \"businesses\")\n Differentiated: Says something competitors can't claim\n Credible: Believable based on actual evidence\n Meaningful: Addresses pain they'd pay to fix\n Memorable: Easy to repeat without looking at notes\n\nIf any check fails, that's your next revision.\n\nNeed help nailing your positioning? → Book a strategy call\n\nSkill by Brian Wagner | AI Marketing Architect | brianrwagner.com" }, "trust": { "sourceLabel": "tencent", "provenanceUrl": "https://clawhub.ai/BrianRWagner/brw-positioning-basics", "publisherUrl": "https://clawhub.ai/BrianRWagner/brw-positioning-basics", "owner": "BrianRWagner", "version": "1.0.0", "license": null, "verificationStatus": "Indexed source record" }, "links": { "detailUrl": "https://openagent3.xyz/skills/brw-positioning-basics", "downloadUrl": "https://openagent3.xyz/downloads/brw-positioning-basics", "agentUrl": "https://openagent3.xyz/skills/brw-positioning-basics/agent", "manifestUrl": "https://openagent3.xyz/skills/brw-positioning-basics/agent.json", "briefUrl": "https://openagent3.xyz/skills/brw-positioning-basics/agent.md" } }