Positioning Mastery
When This Skill Activates
Claude uses this skill when:
- Defining product positioning
- Writing value propositions
- Choosing market category
- Differentiating from competitors
Core Frameworks
1. April Dunford's Positioning Framework
The Five Components:
1. WHO is this best for?
- Specific segment, not "everyone"
- Define ideal customer profile
2. WHAT category does this fit in?
- Existing category or new?
- Sets expectations
3. WHAT alternatives exist?
- What do customers use now?
- Don't say "no competitors"
4. UNIQUE value you provide
- What's different?
- Why does that matter?
5. PROOF it's real
- Evidence/metrics
- Customer stories
Action Templates
Template: Positioning Canvas
# Positioning: [Product]
## 1. Best For (Target Customer)
**Ideal customer:**
- Industry: [specific]
- Role: [specific]
- Problem: [specific pain]
- **NOT for:** [who should avoid]
## 2. Category
**It's a:** [category name]
**Context:** [how customers understand it]
## 3. Alternatives
**Customers currently use:**
- [Alternative 1]
- [Alternative 2]
- [Alternative 3]
**Why they're insufficient:**
- [Reason]
## 4. Unique Value
**We're different because:**
- [Differentiator 1]
- [Differentiator 2]
**Why that matters to customers:**
- [Customer benefit 1]
- [Customer benefit 2]
## 5. Proof Points
- [Metric/case study]
- [Metric/case study]
- [Metric/case study]
## One-Sentence Positioning
"For [target customer] who [need/problem], [product] is a [category] that [unique value]. Unlike [alternatives], we [key differentiator]."
Quick Reference
π― Positioning Checklist
Clarity:
- Who it's for (specific)
- What category (clear)
- What alternatives (honest)
- Unique value (different)
- Proof (credible)
Testing:
- Customer understands it
- Sales team can pitch it
- Differentiation is clear
Key Quotes
April Dunford:
"Positioning is the first thing you need to get right. Everything else flows from it."
On Competitors:
"When you say 'we have no competitors,' customers hear 'there's no demand for what you do.'"