Positioning Systems Skill

When to Use

• Kicking off new products/features or entering new markets.

• Refreshing messaging after competitive or market shifts.

• Equipping sales/CS with updated stories.

Framework

• Audience & Problem – ICP, pain, current workaround.

• Promise – how we uniquely solve it (functional + emotional).

• Proof – metrics, customers, analysts, demos.

• Payoff – business outcome and CTA.

• Variants – adjust for personas, industries, regions.

Templates

• Positioning canvas (Audience, Need, Approach, Differentiation, Proof).

• Message house diagram.

• Snippet bank (email, social, ad copy, call intro).

Tips

• Validate with customers before rollout.

• Keep one source of truth; document version and owner.

• Align with design/content teams so visuals mirror messaging.