# Positioning Skills Deep Dive

Foundation skills that define your market position, messaging, and value propositions. Run these before any marketing execution.

## Overview

Positioning skills are built on proven frameworks:

| Skill | Framework | Creator | Output |
|-------|-----------|---------|--------|
| **positioning** | Obviously Awesome | April Dunford | Positioning canvas |
| **messaging-framework** | Messaging House | — | Message pillars + proof points |
| **value-proposition** | Value Proposition Canvas | Strategyzer | Value prop per segment |
| **brand-voice** | Voice Attribute Grid | — | Brand voice guide |

---

## `positioning` — Market Position

**Framework:** April Dunford's Obviously Awesome

**When to use:** Launching new product, repositioning, entering new market

**Time:** 2-3 hours

### What It Does

Systematically defines your market position using five interdependent elements:

1. **Competitive Alternatives** — What customers would do if you didn't exist
2. **Unique Attributes** — What you have that alternatives don't
3. **Value** — What each attribute enables for customers
4. **Best-Fit Customers** — Who cares most about this value
5. **Market Category** — The context that makes your value obvious

### Input Needed

- Product capabilities (what it does, how it works)
- Customer data (who's succeeding with your product)
- Competitive landscape knowledge
- Existing `.cm-context` (if available)

### Process

The skill walks through each element systematically:

**Step 1: Competitive Alternatives**

Not just competitors — alternatives include:
- Status quo (doing nothing)
- Manual processes (spreadsheets, email)
- Adjacent tools (using something for a different purpose)
- Direct competitors

**Step 2: Unique Attributes**

Attributes are NOT features. They're capabilities only you have (or very few have).

❌ "We have analytics" (everyone has analytics)  
✅ "Real-time collaborative editing without conflicts" (specific capability)

**Step 3: Map to Value**

For each attribute: "So what? What does this enable for customers?"

**Step 4: Best-Fit Customers**

Who cares MOST about the value you deliver? (Not your entire TAM)

**Step 5: Market Category**

The category you compete in sets the context for evaluation.

### Example Output (AuthorityMax)

```markdown
# Positioning Canvas: AuthorityMax

---

## 1. Competitive Alternatives

What customers would do if we didn't exist:

1. **Hire a LinkedIn Ghostwriter**
   - Description: Personal writer who crafts posts ($5k-$10k/mo)
   - Limitation: Expensive, slow, hit-or-miss on voice match

2. **Use Generic AI Tools (ChatGPT, Jasper)**
   - Description: General AI assistants with LinkedIn prompts
   - Limitation: Outputs are obviously AI, don't capture founder voice

3. **DIY Manual Posting**
   - Description: Write every post yourself
   - Limitation: Takes 30min-1hr per post, hard to stay consistent

---

## 2. Unique Attributes

What we have that alternatives don't:

1. **Voice Training on Founders' Existing Writing**
   - We analyze 10-20 of your best posts and learn your patterns

2. **LinkedIn-Native Engagement Prediction Analytics**
   - Predict post performance before you hit publish

3. **Tone Preservation Algorithm**
   - Maintains your authentic voice across all outputs

---

## 3. Value (per attribute)

What each attribute enables for customers:

| Unique Attribute | Value Delivered | Evidence |
|------------------|-----------------|----------|
| Voice Training | 10x content output without sounding robotic | 89% of users say "sounds like me" (NPS verbatim) |
| Engagement Prediction | Know what will perform before publishing | Avg 23% higher engagement on predicted winners |
| Tone Preservation | Maintain authentic founder voice at scale | "Doesn't feel like AI" — recurring feedback |

---

## 4. Best-Fit Customers

Who cares most about this value:

### Primary Segment: Series A-B SaaS Founders

- **Profile:** Technical founders, 10-100 employees, $1M-$10M ARR, B2B SaaS
- **Why they care:** Need personal brand for fundraising, recruiting, thought leadership
- **Trigger event:** Preparing for Series B, hiring senior talent, entering new market
- **Qualification:** Already posting on LinkedIn (at least monthly), understand the value but lack time

### Secondary Segment: VP-Level Operators

- **Profile:** VPs of Product/Eng/Marketing at Series B+ companies
- **Why they care:** Building personal brand for career optionality + company visibility
- **Trigger event:** Promotion to VP, company entering new market, preparing for next role
- **Qualification:** LinkedIn-active, company-backed (budget available)

---

## 5. Market Category

**Category:** AI Personal Branding Platform

**Type:** Adjacent Category (sits between "LinkedIn Tools" and "AI Writing Tools")

**Rationale:** "LinkedIn Tools" (Taplio, Shield) are scheduling/analytics-focused, not content quality. "AI Writing Tools" (Jasper, Copy.ai) are generic, not LinkedIn-specialized. We combine both: LinkedIn-native + AI-powered content.

**Category Alternatives:** Taplio, Scriptly (ghostwriter service), ChatGPT

---

## 6. Positioning Statement

For Series A-B SaaS founders
who need to build personal brand but don't have time to post consistently,
AuthorityMax is an AI personal branding platform
that writes LinkedIn posts in your authentic voice.
Unlike generic AI tools or expensive ghostwriters,
AuthorityMax learns from your writing and produces content indistinguishable from your best work.

---

## 7. Positioning Summary

**One-sentence positioning:**
AuthorityMax is an AI personal branding platform for SaaS founders that writes LinkedIn posts in their authentic voice.

**Tagline:**
Your LinkedIn ghostwriter that sounds like you.

---

## Next Steps

- **messaging-framework**: Convert this positioning into messaging pillars
- **value-proposition**: Develop detailed value props for each segment
- **copywriting**: Write homepage copy based on this positioning
```

### How to Use This Output

- **Homepage copy** — Use positioning statement as foundation for messaging
- **Sales enablement** — Use best-fit customer description to qualify leads
- **Competitive differentiation** — Use unique attributes in comparison pages
- **Ad targeting** — Use trigger events to target the right moment

---

## `messaging-framework` — Message Pillars

**When to use:** After positioning is defined

**Time:** 1-2 hours

### What It Does

Converts positioning into 3-5 message pillars (key themes) with supporting proof points.

**Structure:**

```
Message Pillar → Proof Points → Supporting Evidence
```

### Input Needed

- Positioning canvas (from `positioning` skill)
- Product features and capabilities
- Customer testimonials or data

### Example Output (AuthorityMax)

```markdown
# Messaging Framework: AuthorityMax

---

## Pillar 1: Authentic AI

**Core Message:**
"AI that sounds like you, not a robot."

**Proof Points:**
- Trained on your existing LinkedIn posts (not generic templates)
- Tone preservation algorithm maintains your voice
- 89% of users say "sounds exactly like me" (NPS survey)

**Supporting Evidence:**
- Voice training process: upload 10-20 posts, AI learns your patterns
- A/B test: 73% of readers couldn't distinguish AI vs. human-written
- Customer quote: "My audience didn't notice when I started using AuthorityMax" — Sarah Chen, Founder @ Acme SaaS

**Usage:**
- Homepage hero section
- Competitor comparison ("unlike ChatGPT...")
- Sales objection handling ("Will it sound like AI?")

---

## Pillar 2: LinkedIn-Native

**Core Message:**
"Built for founders, not influencers."

**Proof Points:**
- Engagement prediction analytics (know what will perform)
- LinkedIn-specific formats (threads, polls, carousels)
- Optimized for B2B SaaS audience (not lifestyle/motivational content)

**Supporting Evidence:**
- Avg 23% higher engagement on predicted winners
- Supports all LinkedIn post types
- Customer testimonial: "First tool that understands B2B SaaS content" — Mark Liu, CEO @ DataFlow

**Usage:**
- Differentiation from generic AI tools
- Ads targeting LinkedIn-active founders
- Feature pages

---

## Pillar 3: 10x Output Without Burnout

**Core Message:**
"Post 5x/week without the time drain."

**Proof Points:**
- 60-second post generation (vs 30min-1hr manual)
- Consistent posting schedule (3-5x/week average)
- No compromise on quality (engagement rates stay high)

**Supporting Evidence:**
- Avg user goes from 1 post/week → 4 posts/week
- Median time saved: 2.5 hrs/week
- Engagement rate stable or higher vs manual posts

**Usage:**
- Value prop on pricing page
- Cold email hook ("save 10 hours/month")
- Testimonial collection focus

---

## Usage Guidelines

**Homepage:**
- Hero: Pillar 1 (Authentic AI)
- Section 2: Pillar 2 (LinkedIn-Native)
- Section 3: Pillar 3 (10x Output)

**Sales Deck:**
- Slide 2: Problem (inconsistent posting)
- Slide 3: Solution (AuthorityMax) → All 3 pillars
- Slide 4-6: Deep dive on each pillar

**Cold Outreach:**
- Lead with Pillar 3 (time savings — most immediate pain)
- Follow up with Pillar 1 (quality concern)

**Ads:**
- Awareness: Pillar 3 (10x output)
- Consideration: Pillar 1 (sounds like you)
- Decision: Pillar 2 (LinkedIn-native features)
```

### How to Use This Output

- **Copywriting** — Use pillars as section themes on pages
- **Sales** — Pitch deck structure follows pillars
- **Ads** — Each pillar becomes an ad variant
- **Content** — Blog posts expand on each pillar

---

## `value-proposition` — Value Prop Canvas

**Framework:** Strategyzer Value Proposition Canvas

**When to use:** After positioning, before copywriting

**Time:** 1-2 hours per segment

### What It Does

Maps your product to customer jobs, pains, and gains.

**Structure:**

```
Customer Profile          |  Value Map
- Jobs to be Done         |  - Products & Services
- Pains                   |  - Pain Relievers
- Gains                   |  - Gain Creators
```

### Input Needed

- Positioning (best-fit customer definition)
- Customer research (interviews, feedback)
- Product features

### Example Output (AuthorityMax — Series A-B Founders)

```markdown
# Value Proposition Canvas: AuthorityMax for Series A-B Founders

---

## Customer Profile

### Jobs to be Done

**Functional Jobs:**
- Build credibility with VCs and enterprise customers
- Attract senior talent without expensive recruiters
- Stay top-of-mind with network (investors, customers, prospects)

**Social Jobs:**
- Be seen as a category thought leader
- Demonstrate expertise to peer founders
- Represent company professionally

**Emotional Jobs:**
- Feel confident about personal brand
- Avoid embarrassment from low engagement or bad posts
- Reduce anxiety about "falling behind" on LinkedIn

### Pains

**Pain Points:**
- Writing LinkedIn posts takes 30min-1hr (no time)
- Generic AI tools produce obvious AI slop (quality concern)
- Inconsistent posting kills momentum (engagement drops)
- Hard to maintain authentic voice while scaling output

**Pain Intensity:**
- ⭐⭐⭐ Extreme: Time constraint (founders are time-starved)
- ⭐⭐⭐ Extreme: Quality concern (reputation risk)
- ⭐⭐ Moderate: Consistency struggle
- ⭐⭐ Moderate: Voice preservation

### Gains

**Expected Gains:**
- Post 3-5x/week consistently
- Maintain or improve engagement rates
- Save 2-3 hours/week on content creation

**Desired Gains:**
- Build recognizable personal brand
- Attract inbound opportunities (investors, customers, hires)
- Become known in category

**Unexpected Gains:**
- Content ideas generated for them (low mental overhead)
- Faster than ghostwriter, cheaper than hiring

---

## Value Map

### Products & Services

- AI-powered LinkedIn post generator
- Voice training on existing posts
- Engagement prediction analytics
- Content idea generator
- Scheduling + publishing integration

### Pain Relievers

| Customer Pain | How We Relieve It |
|---------------|-------------------|
| Writing takes 30min-1hr | 60-second post generation |
| AI tools sound robotic | Voice training preserves authentic tone |
| Inconsistent posting | Idea generator + drafts remove friction |
| Quality concern | Engagement prediction flags weak posts |

### Gain Creators

| Customer Gain | How We Create It |
|---------------|------------------|
| Post 3-5x/week | Removes writing bottleneck |
| Maintain engagement | Trained on your high-performing posts |
| Save 2-3 hrs/week | 60s per post vs 30-60 min manual |
| Build personal brand | Consistent presence + quality content |
| Attract opportunities | Thought leadership positioning via content |

---

## Fit Assessment

**Strong Fit:**
- ✅ Pain relief on time constraint (60s vs 30-60 min)
- ✅ Pain relief on quality (voice training)
- ✅ Gain creation on consistency (idea generator)

**Moderate Fit:**
- ⚠️ Doesn't solve "what to post about" (still need ideas)
- ⚠️ Doesn't guarantee virality (can't control algorithm)

**Weak Fit:**
- ❌ Won't help founders who hate LinkedIn (wrong audience)
- ❌ Won't replace ghostwriter relationships (different use case)

---

## Messaging Implications

**Lead with pain relief:**
- "Write LinkedIn posts in 60 seconds" (time pain)
- "AI that sounds like you, not a robot" (quality pain)

**Support with gain creation:**
- "Post 5x/week without burning out"
- "Build personal brand without hiring a ghostwriter"

**Avoid over-promising:**
- Don't promise "go viral" (can't control)
- Don't promise "never write again" (ideas still needed)
```

### How to Use This Output

- **Homepage copy** — Lead with top pain relievers
- **Pricing page** — Highlight gains vs cost
- **Sales objection handling** — Address weak fit areas proactively
- **Feature prioritization** — Build features that create expected gains

---

## `brand-voice` — Voice & Tone Guidelines

**When to use:** After positioning, before writing copy

**Time:** 1 hour

### What It Does

Documents brand voice attributes, tone, and language to avoid.

**Structure:**

```
Voice Attributes (who we are) → Tone (how we sound) → Avoid List
```

### Input Needed

- Existing copy samples (if available)
- Positioning (informs voice)
- Competitor voice analysis (differentiation)

### Example Output (AuthorityMax)

```markdown
# Brand Voice Guide: AuthorityMax

---

## Voice Attributes

### 1. Direct and No-Nonsense

**What this means:**
- Short sentences (under 20 words preferred)
- Active voice (not passive)
- Clear, not clever
- Get to the point fast

**Example:**
✅ "AuthorityMax writes LinkedIn posts in 60 seconds."
❌ "AuthorityMax leverages advanced AI to seamlessly generate compelling LinkedIn content in a fraction of the time."

### 2. Founder-to-Founder (Peer, Not Teacher)

**What this means:**
- We're peers, not gurus
- Share lessons, don't preach
- Acknowledge challenges openly
- "We've been there" tone

**Example:**
✅ "Most founders struggle to post consistently. We built AuthorityMax because we had the same problem."
❌ "Let me teach you the secrets of LinkedIn growth."

### 3. Data-Informed But Not Academic

**What this means:**
- Use numbers when they matter
- Don't overwhelm with stats
- "89% say it sounds like them" (specific, relatable)
- Not "p < 0.05" (academic, cold)

**Example:**
✅ "Posts take 60 seconds to generate. Users save 2.5 hours/week on average."
❌ "Our proprietary algorithm achieves a 94.7% voice similarity score across multiple linguistic dimensions."

### 4. Confident Without Being Arrogant

**What this means:**
- State capabilities clearly
- Don't oversell or hype
- Acknowledge what we don't do
- "This works for X, not Y"

**Example:**
✅ "AuthorityMax writes posts in your voice. It won't make you go viral, but it will keep you consistent."
❌ "AuthorityMax is the ultimate LinkedIn growth hack that top founders don't want you to know about."

---

## Tone

**Overall tone:** Professional but conversational. Like a founder sharing lessons over coffee. Never corporate, never hype.

**Adjustments by context:**

| Context | Tone Shift | Example |
|---------|------------|---------|
| Homepage | Confident, clear | "Your LinkedIn ghostwriter that sounds like you." |
| Blog | Informative, peer-to-peer | "Here's what we learned building AuthorityMax..." |
| Sales email | Helpful, direct | "Noticed you post monthly. Want to post weekly without extra work?" |
| Error messages | Calm, reassuring | "Post didn't save. We've got a backup. Try again?" |
| Social media | Casual, relatable | "LinkedIn posting is hard. We get it. That's why we built this." |

---

## Language to Avoid

**Corporate jargon:**
- ❌ synergy, leverage, robust, seamless, holistic, streamline, optimize (unless specific)

**Hype and superlatives:**
- ❌ game-changing, revolutionary, groundbreaking, world-class, cutting-edge, best-in-class

**Generic motivational speak:**
- ❌ "unlock your potential", "take your brand to the next level", "crush your goals"

**Em dashes overuse:**
- ❌ "AuthorityMax — the AI tool that — unlike other platforms — actually understands founders"

**Passive voice:**
- ❌ "Posts are generated by AuthorityMax"
- ✅ "AuthorityMax generates posts"

---

## Voice Examples

### Homepage Hero

✅ **Good:**
"Your LinkedIn ghostwriter that sounds like you.  
AuthorityMax writes posts in 60 seconds — in your voice, not a robot's."

❌ **Bad:**
"Elevate your LinkedIn presence with our cutting-edge AI platform.  
Seamlessly generate world-class content that drives meaningful engagement."

### Pricing Page

✅ **Good:**
"Pro: $49/mo  
Everything you need to post 5x/week. No fluff."

❌ **Bad:**
"Pro Plan: $49/mo  
Unlock comprehensive features to maximize your LinkedIn ROI with our robust analytics suite."

### Cold Email

✅ **Good:**
"Noticed you post on LinkedIn monthly. Want to post weekly without the time drain?  
AuthorityMax writes posts in your voice — 60 seconds per post."

❌ **Bad:**
"I wanted to reach out and introduce you to AuthorityMax, a revolutionary platform that's transforming how founders approach LinkedIn."

---

## Quality Checklist

Before publishing any copy, check:

- [ ] Sentences under 20 words (most of them)
- [ ] Active voice (not passive)
- [ ] No corporate jargon
- [ ] No hype words (game-changing, revolutionary)
- [ ] Tone matches context (homepage vs blog vs email)
- [ ] Sounds like a founder, not a marketer
- [ ] Specific (numbers, examples), not vague claims
```

### How to Use This Output

- **Copywriting** — Reference before writing any copy
- **Editing** — Use as quality checklist
- **Hiring writers** — Share with contractors/agencies
- **Product copy** — In-app messaging should follow voice

---

## Positioning Skills: Full Workflow

Recommended order when starting from scratch:

```
1. cm-context → Create context file (or load existing)
2. positioning → Define market position
3. messaging-framework → Convert to message pillars
4. value-proposition → Map value per segment
5. brand-voice → Document voice guidelines
```

**Output:** Complete positioning package you can use across all marketing.

**Time investment:** 6-10 hours total (spread over 2-3 sessions)

**What you get:**

- Market position clarity (who you are, who you serve, how you're different)
- Messaging pillars (what to say across channels)
- Value propositions (why customers should care)
- Voice guidelines (how to say it)

This foundation makes every subsequent marketing decision faster and more consistent.

---

## Next Steps

- [Research Skills](./research.md) — Validate positioning with customer research
- [Content & Copy Skills](./content-copy.md) — Write copy based on positioning
- [Commands Reference](../commands/workflow-commands.md) — Use `/cm:position` to run all skills in sequence