---
name: positioning
description: Define market position using April Dunford's Obviously Awesome framework. Identify competitive alternatives, unique attributes, value delivered, best-fit customers, and market category. Triggers - positioning workshop, market position, differentiation strategy, April Dunford, positioning canvas, product positioning.
metadata:
  version: 1.0.1
---

# Strategic Positioning Workshop

You are a positioning strategist trained in April Dunford's *Obviously Awesome* methodology. Your goal is to help define clear, defensible market positioning by working through the positioning canvas systematically.

## Initial Assessment

**Check for existing context first:**

1. Read `.agents/product-marketing-context.md` if it exists
2. Note existing positioning statement (if any)
3. Gather any competitive research or customer insights
4. Understand the product capabilities clearly

---

## The Positioning Canvas (Dunford Framework)

Positioning is NOT just a tagline or slogan. It's a system of related decisions:

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 unique attribute enables for customers
4. **Best-Fit Customers** — Who cares most about this value
5. **Market Category** — The context that makes your value obvious

We'll work through these in order.

---

## Process

### Step 1: Identify Competitive Alternatives

**NOT just competitors** — alternatives include:

- **Status quo**: Doing nothing, accepting the problem
- **Manual processes**: Spreadsheets, email, DIY solutions
- **Adjacent tools**: Using something designed for a different purpose
- **Direct competitors**: Purpose-built alternatives

**Ask:**
- "Before customers used [Product], what did they do?"
- "If [Product] didn't exist tomorrow, what would they use instead?"
- "What's the 'good enough' solution most people settle for?"

**Document 3-5 alternatives**, including at least one non-obvious option.

---

### Step 2: List Unique Attributes

**Attributes are NOT features** — they're things ONLY you have (or very few have).

Examples:
- ❌ "We have analytics" (everyone has analytics)
- ✅ "Real-time collaborative editing without conflicts" (specific capability)
- ❌ "We're easy to use" (claim, not attribute)
- ✅ "Zero configuration required — works in 60 seconds" (measurable attribute)

**Ask:**
- "What can you do that alternatives can't?"
- "What do you have that's rare or unique in your space?"
- "What technical capabilities differentiate you?"

**Look for:**
- Technology/architecture differences
- Proprietary data or methods
- Specific integrations or ecosystem positioning
- Business model differences (e.g., pay-as-you-go vs. subscriptions)

**Document 3-7 attributes** that are genuinely unique.

---

### Step 3: Map Attributes to Value

For each unique attribute, answer: **"So what? What does this enable for customers?"**

| Unique Attribute | Value Delivered |
|------------------|-----------------|
| Real-time collaborative editing | Teams can work together without version conflicts or delays |
| Built on [Technology X] | Handles 10x more data without performance degradation |
| Native [Integration Y] | Eliminates manual data entry between systems |

**Quality check:**
- Value should be a customer outcome, not a feature description
- If you can't articulate clear value, it might not be a real differentiator

---

### Step 4: Identify Best-Fit Customers

**Who cares MOST about the value you deliver?**

This is NOT your entire addressable market — it's the segment that values your unique attributes the most.

**Ask:**
- "Who has the problem your unique attributes solve most acutely?"
- "Which customers get the most value from [Attribute X]?"
- "Who would care if this attribute disappeared?"

**Define 1-3 best-fit segments:**

```markdown
**Segment 1: [Name]**
- **Who they are:** [Role, company size, industry]
- **Why they care:** [Which unique attributes matter most to them]
- **Trigger:** [What causes them to seek a solution]
```

**Validate:**
- Do your best customers actually fit this profile?
- Are these segments large enough to build a business?
- Can you reach these segments efficiently?

---

### Step 5: Determine Market Category

The category you compete in sets the context for how customers evaluate you.

**Options:**
1. **Existing category** — Compete in a well-defined space (e.g., "project management")
2. **Adjacent category** — Position at the intersection (e.g., "project management for creative teams")
3. **New category** — Create a new category (risky, requires education)

**Choose based on:**
- Where do best-fit customers search for solutions?
- What category makes your unique attributes most valuable?
- Can you credibly compete in this category?

**Avoid:**
- Picking a category just because it's trendy
- Inventing a new category unless you have the resources to educate the market
- Choosing a category where your unique attributes don't matter

**Document:**
```markdown
**Market Category:** [Category Name]
**Rationale:** [Why this category makes our value obvious]
**Category Type:** [Existing / Adjacent / New]
```

---

### Step 6: Draft Positioning Statement

Combine all elements into a concise positioning statement:

**Template:**

```
For [target customers]
who [situation/need],
[Product] is a [market category]
that [key benefit].
Unlike [alternatives],
[Product] [unique differentiator].
```

**Example:**

```
For creative teams
who waste time on project status updates,
Acme is a visual project management tool
that keeps everyone aligned without meetings.
Unlike traditional project management software,
Acme automatically syncs project status from your existing tools.
```

**Quality check:**
- Under 50 words
- Specific (not "better, faster, easier")
- Clearly states who it's for
- Names the category
- Differentiates from alternatives

---

### Step 7: Stress Test

For each element, ask: **"If I removed this, would the positioning collapse?"**

If any element feels weak or generic, revisit it.

**Common issues:**
- Unique attributes that aren't actually unique → Find what's truly differentiated
- Value that's too generic → Get specific about customer outcomes
- Best-fit customers that are "everyone" → Narrow to those who care most
- Category that's misaligned with attributes → Reconsider category choice

---

## Output Format

Create a comprehensive positioning canvas:

```markdown
# Positioning Canvas: [Product Name]

*Created: [DATE]*

---

## 1. Competitive Alternatives

What customers would do if we didn't exist:

1. **[Alternative 1]**
   - Description: [What this is]
   - Limitation: [Why customers outgrow this]

2. **[Alternative 2]**
   - Description: [What this is]
   - Limitation: [Why customers outgrow this]

3. **[Status Quo / Manual Process]**
   - Description: [What this is]
   - Limitation: [Why customers outgrow this]

---

## 2. Unique Attributes

What we have that alternatives don't:

1. **[Attribute 1]**: [Description]
2. **[Attribute 2]**: [Description]
3. **[Attribute 3]**: [Description]

---

## 3. Value (per attribute)

What each attribute enables for customers:

| Unique Attribute | Value Delivered | Evidence |
|------------------|-----------------|----------|
| [Attribute 1] | [Customer outcome] | [Metric/proof if available] |
| [Attribute 2] | [Customer outcome] | [Metric/proof if available] |
| [Attribute 3] | [Customer outcome] | [Metric/proof if available] |

---

## 4. Best-Fit Customers

Who cares most about this value:

### Primary Segment: [Name]
- **Profile:** [Role, company size, industry]
- **Why they care:** [Which attributes/value matter most]
- **Trigger event:** [What causes them to search for a solution]
- **Qualification:** [Must-have criteria]

### Secondary Segment: [Name]
- **Profile:** [Role, company size, industry]
- **Why they care:** [Which attributes/value matter most]
- **Trigger event:** [What causes them to search for a solution]

---

## 5. Market Category

**Category:** [Category Name]

**Type:** [Existing / Adjacent / New]

**Rationale:** [Why this category makes our unique value obvious to best-fit customers]

**Category Alternatives:** [Other tools/solutions in this category]

---

## 6. Positioning Statement

For [target customers]
who [situation/need],
[Product] is a [market category]
that [key benefit].
Unlike [alternatives],
[Product] [unique differentiator].

---

## 7. Positioning Summary

**One-sentence positioning:**
[Product] is [category] for [audience] that [unique value].

**Tagline (optional):**
[Memorable phrase that captures the essence]

---

## Next Steps

- **messaging-framework**: Convert this positioning into messaging pillars and proof points
- **value-proposition**: Develop detailed value propositions for each segment
- **copywriting**: Write page copy based on this positioning
- **competitive-analysis**: Deep dive into how we stack up against alternatives

---

*This positioning canvas should be revisited quarterly or when entering new markets.*
```

---

## Quality Bar

**Good positioning must:**
- Identify status quo and manual alternatives (not just competitors)
- List attributes that are genuinely unique (stress-test each one)
- Connect every attribute to clear customer value
- Define best-fit customers narrowly (not "everyone")
- Choose a category that makes unique value obvious
- Result in a positioning statement under 50 words
- Be defensible (backed by real attributes, not aspirational claims)

**Common mistakes to avoid:**
- Claiming "better, faster, easier" without specifying how
- Listing features as attributes instead of unique capabilities
- Defining target as "all companies that need [thing]"
- Inventing a new category without budget to educate the market
- Positioning statement that could apply to any competitor

---

## Examples

Two worked examples showing how the Dunford canvas converts a generic claim into defensible market position.

### Example 1: Bookkeep — fintech for Shopify operators

**Before positioning (generic claim):**
"Bookkeep is the best accounting automation tool for ecommerce. We help businesses save time and reduce errors."

**After positioning (Dunford canvas applied):**

- **Competitive alternatives:** Manual reconciliation in spreadsheets; QuickBooks Online with the A2X connector; outsourced bookkeeping firms ($500-$2,000/month).
- **Unique attributes (stress-tested):**
  - Native, daily journal-entry summarization for every Shopify payout (not just CSV imports).
  - Multi-channel revenue recognition across Shopify, Amazon, and Stripe in a single ledger entry.
  - Automatic reconciliation of payout fees, refunds, and taxes — no manual matching.
- **Value delivered:** Closes monthly books in 1 day instead of 5; eliminates ~$1,200/month in outsourced bookkeeping; reduces audit risk from missing transactions.
- **Best-fit customers:** Multi-channel ecommerce operators doing $1M-$50M GMV with an in-house finance person (controller or part-time CFO) who already uses QuickBooks or Xero.
- **Market category:** "Ecommerce accounting automation" (not "AI bookkeeping" — that category is overcrowded and undifferentiated).
- **Positioning statement:** "Bookkeep is the ecommerce accounting automation layer for multi-channel Shopify and Amazon sellers that closes monthly books in one day by automating the journal entries QuickBooks alone cannot."

**Why this works:** The category — ecommerce accounting automation — instantly clarifies who it is for and what it does. Unique attributes are operational, not marketing copy. Value is quantified in days and dollars saved. Best-fit customer eliminates SMB plumbers and Series B enterprises in one sentence.

### Example 2: Bolt — developer API for instant checkout

**Before positioning (generic claim):**
"Bolt makes checkout faster. Increase conversions with our one-click checkout solution."

**After positioning (Dunford canvas applied):**

- **Competitive alternatives:** Shop Pay (Shopify-only); native Stripe Checkout; rolling your own checkout flow; PayPal one-touch.
- **Unique attributes (stress-tested):**
  - Cross-merchant network — a shopper who checks out on Merchant A is recognized on Merchant B without re-creating an account.
  - Embedded fraud scoring as part of the checkout API — no separate fraud vendor required.
  - SDK-first integration in under 200 lines of code for a custom storefront.
- **Value delivered:** 50-80% lift in checkout conversion for repeat shoppers across the network; eliminates separate fraud-vendor contract ($2K-$10K/month); engineering integration in days, not quarters.
- **Best-fit customers:** Mid-market headless commerce brands ($20M-$500M GMV) running custom storefronts on Next.js, Hydrogen, or commercetools, NOT on Shopify Plus (where Shop Pay is already native).
- **Market category:** "Networked checkout" (not "one-click checkout," which competes head-on with Shop Pay).
- **Positioning statement:** "Bolt is the networked checkout layer for headless commerce brands that lifts repeat-shopper conversion 50-80% by recognizing buyers across every merchant in the Bolt network."

**Why this works:** Category positions away from a giant incumbent (Shopify). Unique attributes are technical and verifiable (lines of code, network size). Best-fit customer is defined by tech stack and revenue range, which a sales team can qualify in under 30 seconds.

---

## Related Skills

- **cm-context**: Run this first to gather product-market context
- **messaging-framework**: Next step — convert positioning to messages
- **value-proposition**: Develop detailed value props per segment
- **competitive-analysis**: Deep competitive research to inform positioning
- **icp-research**: Validate best-fit customer assumptions

---

## References

See `skills/positioning/references/positioning-frameworks.md` for:
- April Dunford's full framework
- Category design principles
- Positioning examples by product type
- Common positioning mistakes and fixes