positioning-angles

# Positioning Angles

This skill identifies unique, defensible market positions that make a brand memorable and different - not just another option in a crowded category.

## Objective

Find the positioning angle that gives the brand unfair advantage: a market position competitors can't or won't copy, that resonates deeply with the target audience.

**The Core Principle**: Effective positioning requires saying something a reasonable person could disagree with. If everyone in the category claims it, it's not a position - it's a table stake.

## Intake Questions

Before exploring positioning frameworks, gather context:

1. **Product/service**: What exactly does the brand offer? Core features and capabilities?
2. **Current positioning**: How is it currently described? What's the elevator pitch today?
3. **Target audience**: Who is the ideal customer? Be specific (demographics, psychographics, behaviors).
4. **Competitors**: Who are the top 3-5 alternatives? How do they position themselves?
5. **Unique strengths**: What does this brand do better than anyone else? What's unfair advantage?
6. **Customer feedback**: What do happy customers say? What words do they use?
7. **Origin story**: Why was this created? What problem was the founder solving?

## The 8 Positioning Frameworks

### 1. Challenger Brand
**Best for**: Established markets with dominant players

Position against the market leader by attacking their weakness or reframing the category.

**Template**: "Unlike [leader] who [their approach], we [your different approach] because [reason it matters]."

**Example**: "Unlike big banks that treat you like a number, we know your name and your goals."

### 2. Category Creation
**Best for**: Truly novel products, new approaches to old problems

Create and own a new category rather than competing in an existing one.

**Template**: "We're not a [existing category]. We're the first [new category] that [key differentiator]."

**Example**: "We're not a CRM. We're a Revenue In