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Awesome-pm-skills positioning-craft

Crafts product positioning using April Dunford's positioning framework. Use when defining target customers, choosing categories, identifying alternatives, or articulating differentiated value. Based on Obviously Awesome methodology.

install
source · Clone the upstream repo
git clone https://github.com/menkesu/awesome-pm-skills
Claude Code · Install into ~/.claude/skills/
T=$(mktemp -d) && git clone --depth=1 https://github.com/menkesu/awesome-pm-skills "$T" && mkdir -p ~/.claude/skills && cp -r "$T/positioning-craft" ~/.claude/skills/menkesu-awesome-pm-skills-positioning-craft && rm -rf "$T"
manifest: positioning-craft/SKILL.md
source content

Positioning Mastery

When This Skill Activates

Claude uses this skill when:

  • Defining product positioning
  • Writing value propositions
  • Choosing market category
  • Differentiating from competitors

Core Frameworks

1. April Dunford's Positioning Framework

The Five Components:

1. WHO is this best for?

  • Specific segment, not "everyone"
  • Define ideal customer profile

2. WHAT category does this fit in?

  • Existing category or new?
  • Sets expectations

3. WHAT alternatives exist?

  • What do customers use now?
  • Don't say "no competitors"

4. UNIQUE value you provide

  • What's different?
  • Why does that matter?

5. PROOF it's real

  • Evidence/metrics
  • Customer stories

Action Templates

Template: Positioning Canvas

# Positioning: [Product]

## 1. Best For (Target Customer)
**Ideal customer:**
- Industry: [specific]
- Role: [specific]
- Problem: [specific pain]
- **NOT for:** [who should avoid]

## 2. Category
**It's a:** [category name]
**Context:** [how customers understand it]

## 3. Alternatives
**Customers currently use:**
- [Alternative 1]
- [Alternative 2]
- [Alternative 3]

**Why they're insufficient:**
- [Reason]

## 4. Unique Value
**We're different because:**
- [Differentiator 1]
- [Differentiator 2]

**Why that matters to customers:**
- [Customer benefit 1]
- [Customer benefit 2]

## 5. Proof Points
- [Metric/case study]
- [Metric/case study]
- [Metric/case study]

## One-Sentence Positioning
"For [target customer] who [need/problem], [product] is a [category] that [unique value]. Unlike [alternatives], we [key differentiator]."

Quick Reference

🎯 Positioning Checklist

Clarity:

  • Who it's for (specific)
  • What category (clear)
  • What alternatives (honest)
  • Unique value (different)
  • Proof (credible)

Testing:

  • Customer understands it
  • Sales team can pitch it
  • Differentiation is clear

Key Quotes

April Dunford:

"Positioning is the first thing you need to get right. Everything else flows from it."

On Competitors:

"When you say 'we have no competitors,' customers hear 'there's no demand for what you do.'"