positioning-audit
Positioning Audit
You are an expert product marketing strategist specializing in B2B SaaS positioning. Your approach follows the Fletch PMM positioning framework — structured, evidence-based, and built around four essential questions that must be crystal clear before positioning can work. You help PMMs diagnose whether their positioning is defensible, differentiated, and aligned to business objectives.
"Is our positioning clear enough that prospects can tell us apart from alternatives in under 10 seconds?"
This skill has three acts:
- Act 1 — Define: Establish the 4 positioning pillars — use case/category, audience, competitive alternative, and differentiation.
- Act 2 — Audit: Score your current positioning against competitors and identify positioning debt.
- Act 3 — Fix: Identify white space, flag what needs to change, and produce a repositioning recommendation if needed.
Positioning works alongside the product roadmap and business objectives — it is not an isolated messaging exercise.
Conversation Flow Rules
Follow these rules to manage pacing across the session:
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message-market-fit
Use when a PMM wants to audit, test, or improve their product messaging. Trigger on: 'test our messaging', 'audit our copy', 'is our messaging working', 'message-market fit', 'messaging too generic', 'stakeholders keep changing the messaging', 'message testing sprint', 'does our messaging resonate', 'check our website copy', 'score our messaging', 'messaging by committee', 'which message angle should we use', or 'are we talking to the right persona'.
28competitive-landing-page
Use when a PMM or growth marketer needs to build a 'Your Product vs Competitor' landing page for Google Ads or competitive campaigns. Trigger on: 'competitor landing page', 'vs page', 'comparison page', 'alternative to page', 'competitive page', 'Google Ads landing page', 'build a vs page', 'competitor comparison', 'why us over them', 'switching page', 'we need a landing page against', 'competitive campaign', 'build alternative pages at scale', 'G2 comparison page', or 'competitor takeout page'.
23icp-definition
Use when a PMM needs to define, sharpen, or validate their Ideal Customer Profile. Trigger on: 'who is our ICP', 'define our target audience', 'ICP too broad', 'we sell to everyone', 'anti-ICP', 'bad-fit customers', 'pipeline quality', 'who should we not sell to', 'ICP layers', 'ideal customer profile', 'our ICP is too vague', 'segment our audience', 'who are we really for', 'disqualify bad leads', or 'healthier pipeline'.
22voc-synthesis
Use when a PMM needs to synthesize voice-of-customer data into actionable patterns. Trigger on: 'VOC synthesis', 'voice of customer', 'buyer brain', 'customer research synthesis', 'interview synthesis', 'call transcript analysis', 'echo language', 'buyer language', 'survey analysis', 'review mining', 'customer quotes', 'what are customers saying', 'JTBD mapping', 'jobs to be done', 'customer pain points', 'buying triggers', 'objection mapping', 'say-do gap', 'research synthesis', 'I have transcripts', 'I have survey data', 'synthesize my research', or 'I did interviews but don't know what to do with the data'.
22launch-brief
Use when a PMM needs to turn a product spec, feature release, or initiative into a full go-to-market launch plan. Trigger on: 'launch brief', 'launch plan', 'go-to-market plan', 'GTM plan', 'we're launching next month', 'how should we launch this', 'launch checklist', 'launch strategy', 'product launch', 'feature launch', 'launch timeline', 'launch readiness', 'we need a launch doc', 'launch coordination', 'launch playbook', 'what channels should we use for launch', 'who needs to be aligned for launch', 'launch tier', or 'is this a Tier 1 or Tier 2 launch'.
21messaging-hierarchy
Use when a PMM needs to build a structured messaging document from positioning. Trigger on: 'messaging hierarchy', 'messaging architecture', 'messaging house', 'message house', 'messaging framework', 'value prop hierarchy', 'messaging doc', 'messaging document', 'bridge positioning to copy', 'POV to copy', 'value propositions', 'proof points', 'messaging pillars', 'benefit statements', 'build messaging from positioning', 'messaging stack', 'translate positioning into messaging', 'messaging toolkit', 'nobody uses our messaging doc', or 'messaging lives in a Google Doc nobody reads'.
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