positioning-workshop

Purpose

Guide product managers through discovering and articulating product positioning by asking adaptive questions about target customers, unmet needs, product category, benefits, and competitive differentiation. Use this to align stakeholders on strategic positioning before writing PRDs, launch plans, or marketing materials—ensuring you've made deliberate choices about who you serve, what need you address, and how you differ from alternatives.

This is not a brainstorming session—it's a structured discovery process that outputs a Geoffrey Moore positioning statement backed by evidence and strategic choices.

Key Concepts

The Positioning Workshop Flow

An interactive discovery process that:

1. Gathers product context (marketing materials, competitor intel)
2. Identifies target customer segment through questioning
3. Uncovers underserved needs via Jobs-to-be-Done lens
4. Defines product category and benefits
5. Establishes competitive differentiation
6. Outputs a complete positioning statement (uses positioning-statement.md)