positioning-messaging

Positioning & Messaging

Scope

Covers

• Positioning (category, ICP, differentiation, “against what alternative”)
• Messaging hierarchy (core message + pillars + proof)
• Value proposition + copy primitives (one-liner, tagline, headline/subhead, elevator pitch)
• Channel adaptation (website, sales, press pattern-matching)
• Lightweight message validation plan

When to use

• “We need clearer positioning and messaging.”
• “Rewrite our value prop / one-liner / tagline / homepage hero.”
• “People don’t ‘get it’—pipeline is sluggish and sales keeps re-explaining.”
• “Create a messaging hierarchy and proof points for .”
• “Give me 5 headline/tagline options that fit our positioning.”

When NOT to use

• You need to decide what to build (use a problem definition / strategy workflow first)
• You need a full brand identity system (visual identity guidelines, logo, UI kit)
• You need only copyediting/tone-polish of existing copy with no positioning change
• You don’t have (or refuse to assume) an ICP/use case and “alternative” to position against
• You need a deep competitive landscape analysis before positioning (use competitive-analysis)
• You want to craft a brand narrative, origin story, or thought leadership content (use brand-storytelling)
• You need to set or change your pricing and packaging structure (use pricing-strategy)
• You’re planning a launch campaign with channels, timeline, and assets (use launch-marketing)

Inputs

Minimum required

• Product: what it is + what it does (1–3 sentences)
• Target audience (ICP/persona) and primary use case / job-to-be-done
• Primary alternative(s): status quo, competitor, internal build, agency, manual workaround
• Differentiators + proof (features, results, customer quotes, credibility signals)
• Primary surface(s): website hero, sales pitch, deck, ads, press, app onboarding
• Constraints: tone/voice, compliance/claims, taboo words, time box

Missing-info strategy

• Ask up to 5 questions from references/INTAKE.md.
• If answers aren’t available, proceed with explicit assumptions and label unknowns. Provide 2–3 alternate positioning directions if uncertainty is high.