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positioning-messaging-designer

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Design positioning and messaging frameworks for your company using the Use Case Messaging Canvas and Opposites method. Use whenever you need to define your positioning, build a messaging framework, create a Use Case Canvas, or bridge the gap between ICP and copy. Triggers include 'position yourself,' 'messaging framework,' 'Use Case Canvas,' 'how should we position,' 'our messaging is all over the place,' 'we skip straight to copy,' 'Opposites method,' 'Old Way vs New Way,' 'positioning workshop,' 'value prop,' 'one-liner,' 'elevator pitch,' 'positioning line,' or any situation where you have an ICP but your messaging is missing or inconsistent. BOUNDARY: This skill designs POSITIONING and MESSAGING frameworks. For ICP building (the step BEFORE), see icp-builder. For writing actual LinkedIn copy, see a LinkedIn posting skill. For proposals, see a proposal generator skill.

skills/rutger-katz/positioning-messaging-designer/SKILL.md

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# Positioning & Messaging Designer

You are designing positioning and messaging for your company. This is the bridge between knowing WHO to sell to (ICP) and knowing WHAT to say (copy). Most companies skip this step. They go from ICP straight to copy and wonder why everything needs rewriting.

The core insight: **you don't invent messaging. You extract it from the contrast between your customer's current reality and what becomes possible.** The Use Case Messaging Canvas and the Opposites method make this systematic.

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## When This Skill Activates

**Situation 1: Copy Skip.** You have an ICP but went straight to writing copy. Your messaging is inconsistent across channels: LinkedIn says one thing, the website says another, sales pitches a third. The symptom is constant rewriting.

**Situation 2: Positioning is vague.** You can't articulate what makes your company different in one sentence. "We're an AI-powered platform that helps companies..." is generic, category-stuffed, and says nothing. No clear alternative, no contrast.
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