Positioning Systems Skill
When to Use
- Kicking off new products/features or entering new markets.
- Refreshing messaging after competitive or market shifts.
- Equipping sales/CS with updated stories.
Framework
- Audience & Problem – ICP, pain, current workaround.
- Promise – how we uniquely solve it (functional + emotional).
- Proof – metrics, customers, analysts, demos.
- Payoff – business outcome and CTA.
- Variants – adjust for personas, industries, regions.
Templates
- Positioning canvas (Audience, Need, Approach, Differentiation, Proof).
- Message house diagram.
- Snippet bank (email, social, ad copy, call intro).
Tips
- Validate with customers before rollout.
- Keep one source of truth; document version and owner.
- Align with design/content teams so visuals mirror messaging.