positioning-workshop
Structured workshop to discover and articulate product positioning through guided questions about target customers, unmet needs, category, benefits, and differentiation.
- Runs an interactive 5-question discovery process that outputs a Geoffrey Moore positioning statement backed by strategic choices, not guesses
- Adapts questions based on product context (B2B vs. B2C, new product vs. repositioning) and gathers evidence from marketing materials, customer feedback, and competitive intel before starting
- Focuses on outcomes and customer problems, not features—prevents "for everyone" positioning and feature-first messaging
- Includes stress-testing guidance and next steps for validating positioning with customers and applying it to launch artifacts (website, sales deck, PRD, press release)
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:
- Gathers product context (marketing materials, competitor intel)
- Identifies target customer segment through questioning
- Uncovers underserved needs via Jobs-to-be-Done lens
- Defines product category and benefits
- Establishes competitive differentiation
- Outputs a complete positioning statement (uses
positioning-statement.md)
Why This Works
- Structured discovery: Prevents "positioning by committee" (too vague)
More from deanpeters/product-manager-skills
prd-development
Build a structured PRD that connects problem, users, solution, and success criteria. Use when turning discovery notes into an engineering-ready document for a major initiative.
1.7Kuser-story
Create user stories with Mike Cohn format and Gherkin acceptance criteria. Use when turning user needs into development-ready work with clear outcomes and testable conditions.
1.7Kroadmap-planning
Plan a strategic roadmap across prioritization, epic definition, stakeholder alignment, and sequencing. Use when turning strategy into a release plan that teams can execute.
1.5Kcompany-research
Create a company research brief with executive quotes, product strategy, and org context. Use when preparing for interviews, competitive analysis, partnerships, or market-entry work.
1.3Kproduct-strategy-session
Run an end-to-end product strategy session across positioning, discovery, and roadmap planning. Use when a team needs validated direction before committing to execution.
1.2Kprioritization-advisor
Choose a prioritization framework based on stage, team context, and stakeholder needs. Use when deciding between RICE, ICE, value/effort, or another scoring approach.
1.1K