product-positioning

# Product Positioning

## Overview

Product positioning is the strategic process of defining how your product is uniquely different and valuable compared to alternatives, and how it fits into the market landscape in the minds of your target customers.

**Core Principle**: Positioning is context that helps customers understand what your product is, why it's special, and why they should care.

**Origin**: Modern positioning frameworks built on Al Ries & Jack Trout's "Positioning" (1981) and evolved by April Dunford in "Obviously Awesome" (2019) for modern products.

**Key Insight**: Great positioning makes everything else easier - sales, marketing, product development. Bad positioning makes everything harder, even if you have a great product.

## When to Use This Skill

**Auto-loaded by agents**:
- `market-analyst` - For competitive positioning and differentiation strategy
- `product-strategist` - For strategic positioning and value propositions

**Use when you need**:
- Launching new product or feature
- Repositioning existing product
- Entering new market or segment
- Defining competitive strategy
- Developing messaging and marketing
- Sales enablement and training
- Differentiating from competitors
- Category design and creation

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## Positioning Framework Overview

### The 6 Components (in order)

Every positioning must define these components IN SEQUENCE:

**1. Competitive Alternatives**
- What would customers do if your product didn't exist?
- NOT competitors—alternatives (email, spreadsheets, manual process)
- Frame: "Compared to..."

**2. Unique Attributes**
- Capabilities you have that alternatives don't
- Meaningfully different, not just features

**3. Value (and Proof)**
- Why customers care about your unique attributes
- Group attributes into 2-4 value themes
- Provide proof (customer quotes, metrics, case studies)

**4. Target Market Characteristics**
- Who cares most about your value?
- Specific segment with shared characteristics
- NOT "everyone"

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