Write positioning your whole team can repeat the same way.
“Everyone on my team describes what we do differently. How do I get us saying one thing?”
Turns what you do, who it's for, and why you win into one positioning statement and a full message house.
What this skill does
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.
Inputs
- Works today with: three inputs pasted in plain text. What you do, who it is for, and why you win against the alternative (including "do nothing"). Add any existing tagline, a competitor name, and two customer quotes if you have them.
- More powerful connected to a web-analytics tool: it sees which of your current pages hold attention, so the pillars follow real interest, not guesses.
- Sharper with a CRM or a call tool: it pulls the objections and win reasons your buyers actually say, so the reframes are theirs, not yours.
How it works
- 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.
Output format
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.
Tips
- 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.
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