B2B SaaS Positioning & Messaging

SKILL.md

---
name: positioning
description: >
  B2B SaaS positioning and messaging framework builder.
  Use this skill whenever the user wants to define, refine, or document their product positioning,
  value proposition, messaging framework, tagline, or competitive differentiation.
  Trigger for phrases like "how should we position our product", "what's our value prop",
  "help me write our messaging", "positioning statement", "how are we different from competitors",
  "messaging pillars", "elevator pitch", "differentiation", "competitive advantage",
  or any request to sharpen how the company talks about itself and its product.
---

# Positioning & Messaging Framework — B2B SaaS

**Purpose:** Create clear, differentiated positioning that tells the right buyers exactly why your product is the best choice — and gives your team a shared language to use everywhere.

---

## Step 1: Gather Context

- **Product:** What does it do? (one sentence, no jargon)
- **Target customer:** Who is the ICP? (role, company type, size)
- **Top 3 competitors:** Who are buyers comparing you to?
- **Why customers buy today:** #1 reason you win deals?
- **Why deals are lost:** #1 reason you lose?
- **Category:** Fit existing category or creating a new one?
- **Proof points:** Key metrics, logos, or customer outcomes?

---

## Step 2: Positioning Canvas

```
FOR:          [Target customer — be specific]
WHO:          [Has this problem or need]
[PRODUCT]:    [Is a / does X]
THAT:         [Key benefit / primary capability]
UNLIKE:       [Primary alternative or competitor]
OUR PRODUCT:  [Key differentiator — what only you do or do best]
```

---

## Step 3: Value Proposition (3 versions)

```
ONE-LINER (10 words max):
"[Verb] [outcome] for [customer] without [pain/tradeoff]."

ELEVATOR PITCH (2-3 sentences):
We help [ICP] [achieve outcome] by [mechanism].
Unlike [alternative], we [key differentiator].
Our customers [proof point].

FULL VALUE PROP (1 paragraph):
[Problem context] -> [Why current solutions fail] ->
[What you do differently] -> [Outcomes customers achieve]
```

---

## Step 4: Messaging Pillars (3-5)

For each pillar:

```
PILLAR: [Name]
├── Core claim (one sentence)
├── Why it matters to the buyer
├── Supporting proof points (data, features, customer quotes)
├── How competitors fail here
└── Phrases to use / avoid
```

---

## Step 5: Competitive Differentiation Matrix

| Dimension | Your Product | Competitor A | Competitor B | Competitor C |
|---|---|---|---|---|
| [Key dimension] | YES | NO | PARTIAL | NO |

Include "Why we win" and "Where we're honest" — buyers respect honesty about trade-offs.

---

## Step 6: Messaging by Audience

```
CHAMPION (Director/VP): Lead with efficiency / career win. Proof: operational metric.
ECONOMIC BUYER (C-suite): Lead with ROI / risk reduction. Proof: business case metric.
END USER (IC): Lead with time saved / frustration removed. Proof: workflow improvement.
```

---

## Output Format

```
# Positioning & Messaging — [Company Name]

## Positioning Canvas
## Value Proposition (3 versions)
## Messaging Pillars (3-5)
## Competitive Differentiation Matrix
## Messaging by Audience
## Language Guide — Use / Avoid
## Where to Apply (website / sales deck / ads / email)
```