Positioning (Global)

Positioning is not a pretty tagline. It is an explicit decision: who you serve, what you solve, and who you beat. Sharp positioning gives content an angle, ads a hook, and the team one story. Vague positioning makes everything generic. Run 08-competitor-research-global and 09-customer-insight-global first if you do not yet have competitor data and customer insight.

Information gathering

Read .agents/product-marketing-context-global.md and the Brand Hub if available. If missing, ask up to 4 questions:

1. What is the product or service — what concrete result does the buyer get, at what price, in what category?
2. Who buys today and why (ask real customers, do not guess)? What words do they use when they recommend you to someone else?
3. How are the main competitors positioned — what is their message, and what are their strengths and weaknesses?
4. Where are you genuinely better (with evidence)? Where are you genuinely worse, so you avoid positioning into a weak spot?

Principles