Positioning Statement

Write positioning that is specific, differentiated, and defensible — a clear statement of who the product is for, what unique value it delivers, and why it beats the alternative. Vague positioning ("the leading platform for modern teams") is the default failure mode; the job is to make it concrete and provable.

When to use

The user is defining or refining how a product is described — a positioning statement, value proposition, homepage hero, or category narrative.

Before you start

1. Read the brand/product context first. If .agents/product-marketing.md or .agents/aaj-brand.md exists, use it for product, audience, and competitors. Otherwise gather the inputs below.
2. Gather the six inputs: target customer (be narrow), the problem or need, the product category, the single most important benefit, the primary competitive alternative (including "do nothing" / spreadsheets), and the differentiator. Ask for proof for each claim.

Method

Strong positioning answers four questions without hedging: for whom, in what category, what unique value, versus what alternative. Specificity wins — a narrow "for whom" and a concrete differentiator beat broad superlatives. Every claim must be defensible with proof; if it isn't, cut it or soften it. See resources/positioning-template.md for the frameworks, a worked example, and the pressure-test.

Workflow