Write positioning your whole team can repeat the same way.
Turns what you do, who it's for, and why you win into one positioning statement and a full message house.
Inside: The positioning statement, the value pillars, the proof points, and objection reframes.
Install it in one line, or paste it in.
~/.claude/skills/ and runs automatically when it is relevant.Connect your context. Set it to your motion.
it sees which of your current pages hold attention, so the pillars follow real interest, not guesses.
it pulls the objections and win reasons your buyers actually say, so the reframes are theirs, not yours.
This was built for a B2B product sold to a defined buyer. Set these to your situation:
Position for one audience per brief. A statement that speaks to everyone speaks to no one. Run it again for the next buyer.
| Set this | What it is | Example |
|---|---|---|
| PRODUCT | the thing you are positioning | a scheduling appa data platform |
| AUDIENCE | the one buyer this brief speaks to | RevOps leadHead of Support |
| ALTERNATIVE | what they use if not you | a spreadsheeta legacy toolnothing |
| CATEGORY | the frame you want to own | "pick a lane you can win" |
| PILLAR_COUNT | how many value pillars | 3 (use 2 to 4never 5) |
| PROOF sources | where evidence lives | quotescase studiesproduct facts |
| OBJECTIONS | the pushback you keep hearing | "too expensive""we built it ourselves" |
Everything the skill does, in full.
Takes the raw pieces of your story and turns them into positioning the whole team can say the same way twice. It writes one positioning statement, then a message house underneath it: the category you compete in, the two-to-four value pillars that carry the story, the proof under each pillar, and the reframe for every objection you keep hearing. The output is meant to be pasted into a deck, a site, or a rep's mouth.
- 1Positioning statement (one sentence, four parts)
For [AUDIENCE] who [need], [PRODUCT] is the [CATEGORY] that [single differentiated value], unlike [ALTERNATIVE]. If any part is fuzzy, the skill names which part and asks for it rather than guessing.
- 2Category frame
Name the lane you want to be measured in. A strong frame makes your strengths look like the standard and the alternative look dated. The skill flags a frame that is too broad to win or too narrow to matter.
- 3Value pillars (2 to 4)
Each pillar is a claim the buyer cares about, not a feature. Two to four only. A fifth pillar is a sign two of them are the same idea wearing different words, and the skill will say so.
- 4Proof points
Every pillar carries at least one piece of evidence: a customer quote, a hard product fact, or an outcome. A pillar with no proof is labeled UNPROVEN so you can go get the receipt before you ship it.
- 5Objection reframes
For each objection you keep hearing, the skill writes the one-line reframe that turns the concern into your strength. It reframes, it does not dodge.
- No pillar ships without at least one proof point, or it is labeled UNPROVEN.
- No fabricated metric. Illustrative numbers are marked as examples, never presented as yours.
- The statement names a real ALTERNATIVE, including "do nothing." Positioning against no one is not positioning.
POSITIONING BRIEF · audience: RevOps lead
Statement:
For RevOps leads drowning in manual pipeline hygiene, [Product] is the
pipeline-automation layer that keeps every deal current without a single
manual update, unlike the spreadsheets and reminders they use today.
Category: pipeline-automation layer (not "CRM add-on")
Pillars:
1. Always-current pipeline proof: quote, "we stopped Friday cleanup"
2. Zero rep data entry proof: product fact, auto-capture
3. Trustworthy forecast proof: UNPROVEN (get a customer outcome)
Objection reframes:
"We already have a CRM." -> The CRM stores the deal. It does not keep
it honest. That is the gap you feel Fridays.
"Too expensive." -> Price it against the hour a day per rep
you spend keeping the CRM true.
Next: pillar 3 has no proof. Pull one renewal story to close it.
Where an operator takes this next.
One statement for one audience proves the frame lands. Here's what running this across every buyer and every objection looks like at scale.
One good sentence proves the frame. The system is what keeps every rep saying it the same way.
Connect Gong or a similar call tool so the proof points and objection reframes are pulled from real transcripts, not team memory.
Run the brief again for each named buyer (RevOps lead, Head of Support, CFO) and keep a message house per audience instead of one statement stretched to cover all of them.
Connect a web-analytics tool so the pillars that get attention on your site inform which claims to lead with, instead of guessing which one lands first.
One skill is the on-ramp.
A single skill does one job. Chained into a playbook, or run as a full build, it becomes a system. Here is where this one plugs in.