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positioning-mapper

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Use when the user asks to "map our positioning", "name our competitive alternatives", or "pick a beachhead segment for the launch"; produces a Dunford-style positioning canvas — named competitive alternatives (including spreadsheet and status quo), unique attributes (verifiable, or routed to the claims ledger), value themes (attribute→benefit→value chains), a target beachhead segment scored on serviceability / pain intensity / reachability, and a one-sentence onlyness statement — the sole upstream of the message house and the entity-signal source for the canonical entity profile. Not for the message house or per-channel launch copy — use message-house-builder; not for audience/persona profiling itself — use audience-mapper; not for SEO keyword positioning — use keyword-research. 定位画布/竞争替代品/独特价值/滩头细分

launch/research/positioning-mapper/SKILL.md

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# Positioning Mapper

Builds the Dunford-style positioning canvas that the rest of the launch stands on — the named competitive alternatives users actually weigh (including spreadsheet, manual process, and "do nothing"), the unique attributes only this product has, the value themes those attributes ladder up to, the beachhead segment to win first, and the one-sentence onlyness statement. It is the first move of the RAMP **Research** phase and feeds two RAMP-`R` sub-items directly: *positioning canvas complete (named competitive alternatives, unique attributes, value themes)* and *ICP/beachhead segment defined and matched to launch scope* (see [ramp-benchmark.md](../../../references/ramp-benchmark.md)). Every downstream message — tagline, PR-FAQ, store listing — is a restatement of this canvas, which is why [message-house-builder](../../assemble/message-house-builder/SKILL.md) takes it as its only upstream and [entity-registry](../../../protocol/entity-registry/SKILL.md) reads it as the entity-signal source.

**Scope guard**: this skill produces the positioning canvas *document* only. It does **not** write the message house, taglines, or per-channel copy (that is [message-house-builder](../../assemble/message-house-builder/SKILL.md)), build audience/persona profiles (reuse [audience-mapper](../../../influencer/scout/audience-mapper/SKILL.md)), do SEO keyword positioning ([keyword-research](../../../seo-geo/survey/keyword-research/SKILL.md)), adjudicate product or comparative claims (unverifiable ones are marked `[needs source]` and submitted to `memory/events/claims.ndjson` via an authorized `operation: propose` request to `registry-events.py` for the claims ledger), or compute the RAMP profile result (only the launch-readiness-auditor gate scores RAMP). It works one lever — positioning — and hands off.

## Quick Start

```
Map the positioning for [product]. Users today solve this with [alternatives, if known]. Candidate segments: [list or "help me choose"].
```

```
Build a positioning canvas from these win-loss notes and user interviews: [paste]. Pick the beachhead.
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