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product-positioning-doc

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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.

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# Product Positioning Doc Skill

This skill produces a complete product positioning document following the April Dunford positioning methodology. Output covers category definition, target customer, unique attributes, proof points, and a messaging hierarchy — ready to align GTM, marketing, sales, and product teams.

## Required Inputs

Work from what is given. If any of these is missing, still produce the complete output: fill each gap with a reasonable assumption marked *(assumed, confirm)* and list those assumptions at the end. Ask a question first only when the core subject itself is missing (there is nothing to write about).
- **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?
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