Individual skill
58-positioning-global
Use when positioning needs defining or sharpening — a statement built on Promise, Proof, and Path, a differentiation matrix against competitors, category entry points, a three-level message hierarchy, and tagline directions. Trigger on 'positioning', 'positioning statement', 'what makes us different', 'USP', 'why should customers choose us over them', 'we sound the same as everyone else'. Also use when the user can list features but not a reason to pick them. Not for — competitor teardown research, see `08-competitor-research-global`; how the brand sounds in writing, see `35-brand-voice-global`; the offer and its value stack, see `31-offer-design-global`; the launch built on it, see `59-go-to-market-global`.
skills/en/58-positioning-global/SKILL.md
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- Last checked
- Nov 10, 2026
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- Nov 5, 2026
- License
- MIT
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- agent-skills Repository topic
- ai-agents Repository topic
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- design Derived category
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# Positioning (Global)
> Positioning is not a pretty tagline. It is an explicit decision: who you serve, what you solve, and who you beat. Sharp positioning gives content an angle, ads a hook, and the team one story. Vague positioning makes everything generic. Run `08-competitor-research-global` and `09-customer-insight-global` first if you do not yet have competitor data and customer insight.
## Information gathering
Read `.agents/product-marketing-context-global.md` and the Brand Hub if available. If missing, ask up to 4 questions:
1. **What is the product or service** — what concrete result does the buyer get, at what price, in what category?
2. **Who buys today and why** (ask real customers, do not guess)? What words do they use when they recommend you to someone else?
3. **How are the main competitors positioned** — what is their message, and what are their strengths and weaknesses?
4. **Where are you genuinely better** (with evidence)? Where are you genuinely worse, so you avoid positioning into a weak spot?
## Principles