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/positioning-statement

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by Dean Petersdeanpeters/product-manager-skills7.1k stars
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Create a Geoffrey Moore-style positioning statement. Use when clarifying who you serve, what problem you solve, your category, and why you're different from alternatives.

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Use this Skill: https://skilld.dev/gh/deanpeters/product-manager-skills/positioning-statement

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examplessample.md

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Positioning Statement Examples

Example 1: Slack (Early Positioning)

Value Proposition:

  • For software development teams
  • that need to reduce email overload and improve real-time collaboration
  • Slack
  • is a team messaging platform
  • that centralizes communication, integrates with dev tools, and makes conversations searchable and organized

Differentiation Statement:

  • Unlike email or Skype
  • Slack
  • provides persistent, searchable, organized conversations with deep tool integrations

Why this works:

  • Target is specific (dev teams, not "all teams")
  • Need is visceral (email overload is a real pain)
  • Category is clear (messaging platform)
  • Differentiation is tangible (searchability + integrations)

Example 2: Bad Positioning (Generic SaaS Product)

Value Proposition:

  • For businesses
  • that need to improve productivity
  • ProductX
  • is a software solution
  • that helps teams work more efficiently

Differentiation Statement:

  • Unlike traditional tools
  • ProductX
  • provides modern features and integrations

Why this fails:

  • "Businesses" is not a target (too broad)
  • "Improve productivity" is not a need (it's an outcome without context)
  • "Software solution" is not a category (says nothing)
  • "Modern features" is not differentiation (vague, unverifiable)

How to fix it:

  • Narrow target: "For customer support teams in B2B SaaS companies"
  • Sharpen need: "that need to reduce response time without increasing headcount"
  • Define category: "is a customer support automation platform"
  • Specify benefit: "that resolves 40% of tickets via AI-powered workflows"
  • Name competitor: "Unlike Zendesk or Intercom"
  • Prove differentiation: "provides AI resolution before human escalation, reducing median response time by 60%"

Source: SKILL.md on GitHub

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Provenance

Signed by skilld at 6a4fbf2. This ties the file your Agent reads to that commit on GitHub. It does not review the instructions.

Last checked against GitHub last month.

Activeupdated 3 months ago

Capability

argument-hint
[product] [target customer]
type
component
theme
strategy-positioning
Other metadata
intent
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.
best_for
[
  "Defining your product's market position clearly for the first time",
  "Differentiating from specific competitors in your messaging",
  "Aligning your team on who you serve, what problem you solve, and why you're different"
]
scenarios
[
  "I need to write a positioning statement for a new B2B SaaS product targeting mid-market HR teams",
  "Our positioning feels generic and I need to sharpen it against two specific competitors"
]
estimated_time
10-15 min

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