positioning-doc

Overview

This skill produces a positioning document that anchors all downstream messaging: the messaging framework, the landing page, the ads, the sales deck. It is upstream of all of them, so a vague positioning doc does not fail here, it fails four skills later.

Where this method comes from

The five-step sequence below is April Dunford's, from Obviously Awesome (2019). Dunford's argument is that positioning is a set of five interlocking components, not a sentence, and that the sentence is only the last thing you write. Run the components in order, because each one constrains the next, and jumping straight to the market category is exactly how positioning statements end up interchangeable between four competitors.