deanpeters/positioning-statement
Define target audience, problem solved, and differentiation
by deanpetersFree
Description
positioning-statement is a product management skill that writes a positioning statement in the style of Geoffrey Moore. The statement says who your product serves, what need it addresses, what category it belongs to, what benefit it delivers, and how it differs from the alternatives. You use it when you need to align stakeholders on product strategy, guide messaging, or test whether your value proposition is crisp and defensible. The skill is useful when positioning is being defined for the first time, when you need to differentiate from particular competitors in your messaging, or when the team needs to agree on who you serve and why you are different. Example requests include a positioning statement for a new B2B SaaS product aimed at mid-market HR teams, and a sharper statement for a product whose positioning feels generic against two named competitors. You pass the product and the target customer as arguments. The estimated time is 10 to 15 minutes, and the skill sits in the strategy and positioning theme of the product-manager-skills repository on GitHub.…
Highlights
- Geoffrey Moore-style statement
- Target customer, need, category and benefit
- Differentiation from alternatives
- Aligns stakeholders on strategy
- Estimated 10 to 15 minutes
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deanpeters/positioning-statement FAQ
What does a positioning statement contain?
Who the product serves, the need it addresses, its category, the benefit it delivers and how it differs from alternatives.
When should I use it?
When positioning is being defined for the first time, or when messaging feels generic against named competitors.
What inputs does it need?
The product and the target customer, as arguments.
Does it test the value proposition?
The skill's purpose includes testing whether the value proposition is crisp and defensible.
How long does it take?
The skill estimates 10 to 15 minutes.
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