PP
Product Positioning Doc
🟢 Production-Ready🕐 updated 2026-07-14
🔷 SkillSpec L3
pm-gtm
Write a product positioning document and messaging framework. Use when asked to define product positioning, write a positioning statement, build a messaging framework, or create a messaging hierarchy. Produces a complete positioning doc with category definition, target customer, differentiation, proof points, messaging pillars, and persona-specific messaging.
📚 Based on Obviously Awesome — April Dunford
🗣 Say this to your agent
“Write a positioning document for [product]”“Build a messaging framework for our B2B SaaS tool”“Define our product positioning — who is this for and why should they care?”“Create a positioning statement and messaging hierarchy for [launch]”“Help me articulate our differentiation vs [Competitor]”
What to give it
▸Product name — and what it does
▸Target customer — who is it for? (role, company type, size)
▸Problem it solves — what pain or goal does it address?
▸Key alternatives — what do customers use today instead? (not just direct competitors — include status quo, spreadsheets, DIY)
▸Differentiation — what does this product do that alternatives cannot? (not features — capabilities that produce different outcomes)
▸Proof points — any customer data, case studies, metrics, or validation?
▸Business goal — is positioning for a new category, expansion into new segment, or repositioning away from a declining category?
✅ The bar it holds itself to
Every skill in this library self-verifies — these are this skill's own quality checks, straight from its definition.
✓Positioning statement has exactly one A — the product is accountable to exactly one primary differentiated claim
✓Competitive alternatives include the status quo — not just named competitors
✓Differentiated attributes describe outcomes, not features
✓Every proof point cites a source — not "customers say…"
✓Persona messaging uses the buyer's language, not the company's
✓At least two people from product, marketing, and sales have reviewed and approved
⚠️ What it refuses to do
Do not write positioning that could describe any competitor — differentiation must be specific, provable, and hard to copy
Do not mix category design with category entry — know whether you are creating a new category or competing in an existing one
Do not create persona messaging that uses the same headline for all personas — each persona has different priorities
Do not include proof points that are claims without evidence — every proof point needs a supporting data point or reference
Do not skip the "not for" section — defining who this is not for sharpens targeting and prevents off-persona deals
Install
npx pm-claude-skills add --agent claude # or codex · cursor · gemini · hermes
# or one-line MCP (every skill, any client):
claude mcp add pm-skills -- npx -y pm-claude-skills-mcpStart with
Related skills
🔌 Embed this skill
Drop this on your blog, docs, or site — it renders a "Run this skill" card:
<div data-pm-skill="product-positioning-doc"></div>
<script src="https://mohitagw15856.github.io/pm-claude-skills/embed.js" async></script>💬 Discussion
Product Positioning Doc is one of 1078 open-source professional AI agent skills — all SkillSpec L3.
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