positioning-workshop

SKILL.md

Structured workshop to discover and articulate product positioning through guided questions about target customers, unmet needs, category, benefits, and differentiation.

Runs an interactive 5-question discovery process that outputs a Geoffrey Moore positioning statement backed by strategic choices, not guesses

Adapts questions based on product context (B2B vs. B2C, new product vs. repositioning) and gathers evidence from marketing materials, customer feedback, and competitive intel before starting

Focuses on outcomes and customer problems, not features—prevents "for everyone" positioning and feature-first messaging

Includes stress-testing guidance and next steps for validating positioning with customers and applying it to launch artifacts (website, sales deck, PRD, press release)

Purpose

Guide product managers through discovering and articulating product positioning by asking adaptive questions about target customers, unmet needs, product category, benefits, and competitive differentiation. Use this to align stakeholders on strategic positioning before writing PRDs, launch plans, or marketing materials—ensuring you've made deliberate choices about who you serve, what need you address, and how you differ from alternatives.

This is not a brainstorming session—it's a structured discovery process that outputs a Geoffrey Moore positioning statement backed by evidence and strategic choices.

Key Concepts

The Positioning Workshop Flow

An interactive discovery process that:

Gathers product context (marketing materials, competitor intel)

Identifies target customer segment through questioning

Uncovers underserved needs via Jobs-to-be-Done lens

Defines product category and benefits

Establishes competitive differentiation

Outputs a complete positioning statement (uses positioning-statement.md)