Positioning & Messaging

Scope

• Positioning (category, ICP, differentiation, “against what alternative”)
• Messaging hierarchy (core message + pillars + proof)
• Value proposition + copy primitives (one-liner, tagline, headline/subhead, elevator pitch)
• Channel adaptation (website, sales, press pattern-matching)
• Lightweight message validation plan

• “We need clearer positioning and messaging.”
• “Rewrite our value prop / one-liner / tagline / homepage hero.”
• “People don’t ‘get it’—pipeline is sluggish and sales keeps re-explaining.”
• “Create a messaging hierarchy and proof points for <ICP>.”
• “Give me 5 headline/tagline options that fit our positioning.”

• You need to decide what to build (use a problem definition / strategy workflow first)
• You need a full brand identity system (visual identity guidelines, logo, UI kit)
• You need only copyediting/tone-polish of existing copy with no positioning change
• You don’t have (or refuse to assume) an ICP/use case and “alternative” to position against

Inputs

• Product: what it is + what it does (1–3 sentences)
• Target audience (ICP/persona) and primary use case / job-to-be-done
• Primary alternative(s): status quo, competitor, internal build, agency, manual workaround
• Differentiators + proof (features, results, customer quotes, credibility signals)
• Primary surface(s): website hero, sales pitch, deck, ads, press, app onboarding
• Constraints: tone/voice, compliance/claims, taboo words, time box

• Ask up to 5 questions from references/INTAKE.md.
• If answers aren’t available, proceed with explicit assumptions and label unknowns. Provide 2–3 alternate positioning directions if uncertainty is high.

Outputs (deliverables)

1. Context snapshot (decision, ICP, use case, surfaces, constraints)
2. Positioning brief (category + “against” alternative + differentiation + proof + tradeoffs)
3. Messaging hierarchy (core message + 3 pillars + proof points + objections)
4. Copy set (one-liner, elevator pitch, tagline options, homepage hero headline/subhead, CTA suggestions)
5. Consistency enablement (“say this / not that”, internal script, sales talk track)
6. Validation plan (how to test for understanding + recall; next iteration loop)
7. Risks / Open questions / Next steps (always included)

Workflow (8 steps)

1) Intake + success definition

• Inputs: User context; references/INTAKE.md.
• Actions: Clarify ICP, use case, primary surface(s), and what “better” means (pipeline response, conversion, comprehension, recall).
• Outputs: Context snapshot.
• Checks: A stakeholder can answer: “Who is this for, and what will this messaging change?”

2) Choose the “against” alternative + category frame

• Inputs: Known competitors/status quo; market context.
• Actions: Identify the real alternative in the decision (status quo/workaround/competitor). Choose a category frame and a simple pattern match (“<category> for <audience>”).
• Outputs: “Against” alternative + category statement options.
• Checks: The category is understandable without a glossary; the “against” alternative is explicit.

3) Write the positioning brief (specific, with tradeoffs)

• Inputs: Differentiators + proof.
• Actions: Draft a positioning statement and supporting brief: value, differentiation, proof, and what you don’t do (tradeoffs/non-goals).
• Outputs: Positioning brief.
• Checks: The positioning could not plausibly fit 3 different competitors; proof is concrete or labeled “to validate”.

4) Build a messaging hierarchy (listener-first)

• Inputs: Positioning brief; audience pains/goals; objections.
• Actions: Create: core message → 3 pillars → proof points. Add “what we mean / what we don’t mean” to prevent confusion.
• Outputs: Messaging hierarchy + proof bank.
• Checks: A first-time reader can restate the value in one sentence; message is memorable (see checklist).

5) Generate copy primitives (tight + pattern-matched)

• Inputs: Messaging hierarchy; target surfaces.
• Actions: Draft one-liner, elevator pitch, tagline options, and hero headline/subhead. Keep it direct; use pattern matching when helpful (especially for press).
• Outputs: Copy set (v1).
• Checks: Copy is concrete (specific nouns/verbs), avoids vague superlatives, and matches the category frame.

6) Create consistency + enablement assets

• Inputs: Copy set; internal stakeholders; sales/support needs.
• Actions: Produce “say this / not that”, internal description script, and a short sales talk track + “reset” explanation for confused prospects.
• Outputs: Consistency enablement section.
• Checks: Two different team members would describe the product the same way.

7) Draft a validation plan (understanding + recall)

• Inputs: Channels + time box; access to customers/prospects.
• Actions: Propose a lightweight test plan: comprehension (“what is it?”), relevance (“is this for you?”), and recall (“what do you remember tomorrow?”). Include 5–8 test questions and a decision rule.
• Outputs: Validation plan + iteration loop.
• Checks: Plan is feasible given constraints; includes a clear “revise/keep” rule.

8) Quality gate + finalize

• Inputs: Draft pack.
• Actions: Run references/CHECKLISTS.md and score with references/RUBRIC.md. Add Risks/Open questions/Next steps.
• Outputs: Final Positioning & Messaging Pack.
• Checks: The pack is usable as-is by marketing + sales + founders; assumptions are explicit.

Quality gate (required)

• Use references/CHECKLISTS.md and references/RUBRIC.md.
• Always include: Risks, Open questions, Next steps.

Examples