positioning-statement

SKILL.md

Geoffrey Moore positioning framework for clarifying target, need, category, and competitive differentiation.

Structures positioning into two parts: a value proposition (for [target] that needs [problem], [product] is a [category] that [benefit]) and a differentiation statement (unlike [competitor], [product] provides [unique outcome])

Forces specificity on target customer, underserved need, product category, and outcome-focused benefits rather than feature lists

Includes stress-testing questions to validate whether positioning is defensible, customer-recognizable, and decision-guiding

Covers five common pitfalls: overly broad targeting, feature creep in benefit statements, positioning against imaginary competitors, unsubstantiated differentiation claims, and unclear product categories

Purpose

Create a Geoffrey Moore-style positioning statement that clearly articulates who your product serves, what need it addresses, how it's categorized, what benefit it delivers, and how it differs from alternatives. Use this when you need to align stakeholders on product strategy, guide messaging, or test if your value proposition is crisp and defensible.

This is not a tagline or elevator pitch—it's a strategic clarity tool that forces you to make hard choices about target, need, and differentiation.

Key Concepts

The Geoffrey Moore Framework

From Crossing the Chasm, Moore's framework splits positioning into two parts:

Value Proposition:

For [target customer]

that need [underserved need]

[product name]

is a [product category]

that [benefit statement]