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positioning-and-story

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Use this skill when your messaging describes what the product does instead of the problem it kills, sounds interchangeable with three competitors, or creates no urgency to act now. Produces a positioning where the developer is the hero and a real trend is the villain, plus a differentiation level you can defend. Triggers on "positioning", "messaging", "our story", "we sound like everyone", "homepage headline", "value narrative", "category", "differentiation", "why now", "nobody feels urgency".

skills/shane-oconnor/positioning-and-story/SKILL.md

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Repository last updated
Oct 20, 2026
License
MIT

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Applies when your homepage explains what the product does before it names the problem, your positioning is interchangeable with three competitors, or nobody feels urgency to act now. Produces a hero-and-villain story and a differentiation level you can actually defend.

## Get the roles right

Developers do not buy features; they hire a tool to defeat something making their work worse. Assign the roles:

- **Hero** — the developer. Never the vendor, never the product.
- **Villain** — the undeniable trend making the pain worse every day.
- **Wise advisor** — you, arriving with a gift (the product).
- **Inciting event** — the change in the world that forces the hero to act now.

No villain, no urgency, no story, no conversion.

## The three-part story
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