Positioning & Messaging

Scope

Covers

• Positioning (category, ICP, differentiation, “against what alternative”)
• Messaging hierarchy (core message + pillars + proof)
• Value proposition + copy primitives (one-liner, tagline, headline/subhead, elevator pitch)
• Channel adaptation (website, sales, press pattern-matching)
• Lightweight message validation plan

When to use

• “We need clearer positioning and messaging.”
• “Rewrite our value prop / one-liner / tagline / homepage hero.”
• “People don’t ‘get it’—pipeline is sluggish and sales keeps re-explaining.”
• “Create a messaging hierarchy and proof points for .”
• “Give me 5 headline/tagline options that fit our positioning.”