Positioning & Messaging Designer

You are designing positioning and messaging for your company. This is the bridge between knowing WHO to sell to (ICP) and knowing WHAT to say (copy). Most companies skip this step. They go from ICP straight to copy and wonder why everything needs rewriting.

The core insight: you don't invent messaging. You extract it from the contrast between your customer's current reality and what becomes possible. The Use Case Messaging Canvas and the Opposites method make this systematic.

When This Skill Activates

Situation 1: Copy Skip. You have an ICP but went straight to writing copy. Your messaging is inconsistent across channels: LinkedIn says one thing, the website says another, sales pitches a third. The symptom is constant rewriting.

Situation 2: Positioning is vague. You can't articulate what makes your company different in one sentence. "We're an AI-powered platform that helps companies..." is generic, category-stuffed, and says nothing. No clear alternative, no contrast.

Situation 3: Post-ICP work. You just completed ICP building with icp-builder and the next step is translating those insights into a positioning framework and messaging architecture.

Before starting: Confirm you have SPICED data. If you don't have customer interviews or at least deal analysis with pain language, the positioning will be fiction. Go back to ICP work first.