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positioning-and-messaging

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Use this skill when positioning or messaging is the real problem — building or rebuilding a messaging framework or messaging house, a value proposition, homepage or website copy, taglines and headlines, category definition, competitive differentiation, ICP or buyer personas, a sales narrative or pitch-deck story, launch messaging, or an audit of existing copy, decks, or sites. Also use it when the team says their messaging feels generic, inconsistent, unclear, or "isn't landing," or that nobody can explain what the product does. Produces one messaging framework document — decision, expression, and evidence — that a salesperson who missed the workshop can open and write an on-message email from in five minutes. Trigger on the work, not the vocabulary: people describe the symptom, not the framework.

skills/chris-rodde/positioning-and-messaging/SKILL.md

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# Positioning and Messaging

Positioning is a decision. Messaging is the expression of that decision. Most bad messaging is not a writing problem — it is an undecided or unevidenced positioning problem being papered over with adjectives.

This skill runs a four-stage sequence drawn from four practitioners, each covering the others' blind spots. Run them in order. The order is the method.

## The sequence

| Stage | Question | Source | Output |
|---|---|---|---|
| 0. Evidence | Why did people actually switch — and what stopped the ones who didn't? | Bob Moesta | Demand brief |
| 1. Decision | Where do we compete, and what can only we claim? | April Dunford | Positioning decision |
| 2. Expression | Can a stranger tell what this is in five seconds? | Fletch PMM | Messaging and homepage copy |
| 3. Narrative | What changed in the world that makes this urgent? | Andy Raskin | Strategic narrative |
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