positioning-workshop

To write a product positioning statement, you need to identify your target customers, articulate unmet needs, define the product category, and clarify key benefits and competitive differentiation. This skill guides you through a structured workshop to generate a Geoffrey Moore-style positioning statement for stakeholder alignment.

The best way to align stakeholders on product messaging is to run a structured positioning workshop. By adaptively asking questions about target customers, unmet needs, and competitive differentiation, this skill produces a clear positioning statement to inform your product strategy before creating launch plans or marketing materials.

Defining competitive differentiation and value proposition requires uncovering the core problems your product solves using a Jobs-to-be-Done lens. This skill facilitates a step-by-step discovery process to anchor your product within a market context and ensure clear articulation of your competitive advantage.

Yes, you can use this positioning workshop for repositioning an existing product. It is specifically designed to help product managers clarify and articulate strategic positioning whenever product messaging feels unclear, ensuring target customer identification and benefit articulation are realigned.

You need to define product positioning early in the product strategy lifecycle, specifically before creating PRDs or launch plans. Establishing a clear market position, target customer, and unmet need ensures that downstream product development and messaging are accurately informed.

No external dependencies are required, but having preliminary market research and competitive analysis data will help you accurately answer the workshop's adaptive questions. This foundational information directly supports the definition of your target customers, unmet needs, and competitive differentiation.