58-positioning

A positioning statement defines your target audience, category, core outcome, and key differentiator in one sentence. This Skill uses a two-layer format: a full internal statement for briefs, plus a Promise + Proof + Path version for content, sales, and landing pages.

A differentiation matrix compares each competitor's positioning, strengths, and weaknesses against your own provable advantages. The Skill requires at least two competitors plus one alternative, then distills the analysis into three claim-plus-proof differentiators.

Run competitor research first to gather landscape data, then use positioning to decide your strategic angle. This Skill explicitly depends on competitor research and customer insight outputs and does not perform that research itself.

Category entry points are the trigger situations when customers recall a category and start seeking solutions. Strong positioning means being remembered first in those moments, so the Skill maps 2-3 priority triggers to content and channels.

Positioning should stay stable and be reviewed roughly every six months as markets and competitors shift. Messaging can change per campaign, but the core positioning should not change monthly.