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Domain Context
This skill implements a proven product management framework. The approach combines best practices from industry leaders and is designed for practical application in day-to-day PM work.
Input Requirements
- Context about your product, feature, or problem
- Relevant data, research, or constraints (recommended but optional)
- Clear articulation of what you're trying to achieve
Positioning Canvas
What It Is
Positioning defines how your product is the best in the world at delivering some value that a well-defined set of customers care a lot about.
The core insight: Positioning is not messaging. It's not your tagline. It's the fundamental strategic decision about how you win in the market — what you compete against, how you're different, what value only you can deliver, and who cares most about that value.
When positioning is weak:
- Prospects don't understand what you are on first contact
- Sales calls require 3+ meetings before "the light comes on"
- You win deals but customers churn because expectations didn't match reality
- Different teams (sales, marketing, product) tell different stories
When positioning is strong:
- It feels obvious — "of course that's what it is"
- Qualified prospects immediately understand why they should care
- Your differentiated value is clear against alternatives
- Everyone in the company tells the same story
Credit: This framework comes from April Dunford, author of Obviously Awesome and Sales Pitch , who has positioned over 200 B2B tech companies.
When to Use It
Use Positioning Canvas when you need to:
- Define or refine how you compete — who are the real alternatives?
- Articulate differentiated value — why pick you over everything else?
- Identify your best-fit customers — who cares most about your value?
- Choose or validate your market category — what context makes your value obvious?
- Align your team — get sales, marketing, product, and leadership on the same page
- Build a sales pitch — translate positioning into a story that wins deals
- Reposition after market changes — your product evolved, competition shifted, or customers changed
When Not to Use It
- You're pre-product-market-fit — Keep positioning loose until you see patterns in who loves you and why.
- You want to validate a hypothesis — Positioning captures what's true today based on evidence.
- You're only focused on messaging — Positioning is an input to messaging, not messaging itself.
Resources
Books:
- Obviously Awesome by April Dunford
- Sales Pitch by April Dunford
- Positioning: The Battle for Your Mind by Al Ries and Jack Trout
Further Reading
Weekly Installs
86
Repository
pmprompt/claude…nagement
GitHub Stars
21
First Seen
Feb 15, 2026
Security Audits
Gen Agent Trust HubPassSocketPassSnykPass
Installed on
gemini-cli82
codex81
opencode81
github-copilot81
amp80
kimi-cli80
