positioning
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How to install positioning?
matteotitta/claude-code-marketing-quickstart/positioning
$npx -y skills add matteotitta/claude-code-marketing-quickstart --skill positioningDevelop positioning strategy with anchor, differentiators, status-quo alternatives, and a positioning statement. Reads from marketing/icp/ICP.md + marketing/competitors/aggregate.md. Writes to marketing/positioning/positioning.md as the canonical positioning every downstream skil
SKILL.md
| 1 | # positioning — Stage 2 synthesis skill (PMM spine) |
| 2 | |
| 3 | Reads the canonical ICP + the canonical competitor aggregate and produces the positioning strategy. This is the foundational PMM spine artifact — every other strategy + execution skill reads from positioning. |
| 4 | |
| 5 | --- |
| 6 | |
| 7 | ## When to use |
| 8 | |
| 9 | - After ICP + competitor aggregate are both locked |
| 10 | - Quarterly refresh |
| 11 | - After major competitive shift (new entrant, repositioning move) that invalidates current anchor |
| 12 | - After major ICP shift that changes who you're positioning for |
| 13 | |
| 14 | ## When NOT to use |
| 15 | |
| 16 | - For messaging libraries or taglines (use `/product-messaging` after positioning locks) |
| 17 | - For battlecards (use `/sales-enablement`) |
| 18 | - For landing-page copy (use `/landing-page-copy` after messaging locks) |
| 19 | |
| 20 | ## How it works |
| 21 | |
| 22 | 1. Inputs: none required (skill reads canonical files automatically) |
| 23 | 2. Reads: `marketing/icp/ICP.md` (champion JTBD + pain points + decision criteria), `marketing/competitors/aggregate.md` (threat matrix + where category doesn't compete), optionally `marketing/brand/brand-voice.md` (applies voice rules to the positioning statement) |
| 24 | 3. Produces a positioning doc with these sections (matches the PulseAnalytics example at `marketing/positioning/positioning.md`): |
| 25 | - **Anchor** — what category your product anchors to (or creates) |
| 26 | - **Target customer** — pointer to ICP.md |
| 27 | - **Status-quo alternatives** — what the customer does today + why each falls short |
| 28 | - **Key differentiators** — what makes you different + why it matters to the ICP |
| 29 | - **Value propositions (per priority)** — outcome-shaped statements ordered by ICP pain |
| 30 | - **What we are NOT** — anti-positioning (explicit exclusions) |
| 31 | - **Pricing positioning** — premium / mid-market / self-serve framing |
| 32 | - **Tagline candidates** — 3-5 options + working tagline |
| 33 | 4. Marks the file `status: locked` once approved |
| 34 | 5. Writes to `marketing/positioning/positioning.md` (overwrites prior canonical; git history preserves prior versions) |
| 35 | |
| 36 | ## Invoke |
| 37 | |
| 38 | ``` |
| 39 | /positioning |
| 40 | ``` |
| 41 | |
| 42 | Or with focus: |
| 43 | ``` |
| 44 | /positioning refresh — competitor X just launched, anchor may need to shift |
| 45 | ``` |
| 46 | |
| 47 | ## Example output |
| 48 | |
| 49 | See [`marketing/positioning/positioning.md`](../../../marketing/positioning/positioning.md) for the PulseAnalytics seed. Notice the anchor leads ("the marketing analytics layer that traces revenue without an engineering quarter"); status-quo alternatives are named with concrete fail-modes; value props are outcome-shaped ("stop owning the pipeline-review prep") not feature-shaped. |
| 50 | |
| 51 | ## Dependencies |
| 52 | |
| 53 | - **Reads from:** `marketing/icp/ICP.md` (required, must be locked); `marketing/competitors/aggregate.md` (required, must be locked); `marketing/brand/brand-voice.md` (optional — applies voice to the positioning statement) |
| 54 | - **Writes to:** `marketing/positioning/positioning.md` (canonical) |
| 55 | - **Downstream readers:** `/product-messaging`, `/landing-page-copy`, `/linkedin-content`, `/outreach-emails`, `/ad-creative-brief`, every execution skill in the 5 workstreams |
| 56 | |
| 57 | ## Customization |
| 58 | |
| 59 | The default "binary anchor" framing comes from the Genesys positioning ontology — pick ONE primary anchor, optionally one secondary. If you're operating in a category where you genuinely need to claim two anchors (rare; usually a positioning weakness), extend the body. |
| 60 | |
| 61 | The status-quo-alternatives section is the most important — most B2B SaaS positioning fails by positioning against direct competitors when the real competition is "the spreadsheet" or "doing nothing." Spend extra cycles on this section. |
| 62 | |
| 63 | ## Where this fits in the Example 1 chain |
| 64 | |
| 65 | ``` |
| 66 | Week 1: /competitor-research × N → /competitor-aggregate → competitor canonical locked |
| 67 | Week 1: /icp-research → ICP canonical locked |
| 68 | Week 2: /positioning (THIS SKILL) → positioning canonical |
| 69 | Week 2: /product-messaging reads positioning → messaging canonical |
| 70 | Week 3+: /landing-page-copy, /linkedin-cont |
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