Strategy + Playbooks
Run a complete positioning exercise: category definition, competitive alternatives, differentiation, and one-liner generator. Free Claude skill.
[positioning]The Problem
Most companies describe their product by listing features. "We're a platform that does X, Y, and Z." That's not positioning — that's a spec sheet. Positioning is the strategic decision about what category you compete in, what you're compared against, and why you win.
Getting positioning right is one of the hardest strategic exercises a company can do. It requires understanding your competitive landscape, identifying your unique strengths, choosing the right market frame, and articulating it all in language buyers understand. April Dunford wrote an entire book on it. Most teams still can't do it well.
The cost of bad positioning is invisible but enormous. Your outbound doesn't resonate because prospects don't understand what category you're in. Your demos don't land because you're compared against the wrong alternatives. Your pricing feels wrong because you're framed in the wrong market. Fix the positioning and everything downstream gets easier.
What It Does
Positioning Workshop runs a structured positioning exercise based on the April Dunford methodology. It analyzes your product, identifies competitive alternatives, maps your unique capabilities, determines the right market category, and generates positioning statements and one-liners you can use immediately.
Every output includes:
This skill works best with a GTM playbook in your project for context. No playbook yet? Install GTM Playbook first.
Example
[positioning] Run a positioning workshop for our AI-powered sales engagement platformWhat would buyers do if you didn't exist?
1. Outreach / Salesloft (established engagement platforms)
2. HubSpot sequences (CRM-native, limited)
3. Manually writing emails + tracking in spreadsheets
4. Hiring more SDRs instead of automating
What do you have that alternatives don't?
1. AI-generated personalization from live prospect research (not templates)
2. GTM playbook integration — emails adapt to your strategy automatically
3. Multi-skill orchestration — research, write, send, analyze in one system
4. Framework-based writing (5 proven structures) vs. freeform AI generation
1. Personalized outbound at template speed (10x email output without quality loss)
2. Zero ramp time for new reps — the system carries the strategy
3. Full-cycle automation from target identification through campaign launch
4. Testable, repeatable messaging frameworks instead of random AI output
“AI-native sales engagement” — not competing with Outreach on features, but redefining what engagement looks like when AI does the heavy lifting.
1. “Outbound that writes itself — from research to reply, powered by AI.”
2. “The sales engagement platform where AI does the personalization and your playbook does the strategy.”
3. “Stop choosing between personalized and scalable. Get both.”
4. “Your GTM strategy, automated. From playbook to pipeline in one system.”
Framework: April Dunford positioning methodology
Sections: Alternatives, capabilities, value, category, one-liners
Positioning statements: 4
Time to generate: ~15 seconds
Get Started
Open Claude Projects
Go to claude.ai and open your Projects section. Create a new project or use an existing one.
Add the skill instructions
Paste the skill prompt into your Project instructions. This teaches Claude the skill.
Start using it
Type `[positioning]` followed by a description of your product or paste your current positioning statement. The skill runs a full positioning exercise and generates alternatives, differentiation, category, and one-liners.
Use Cases
Before investing in new outbound campaigns, run a positioning workshop to ensure your messaging is framed in the strongest possible market category.
When a new competitor enters your space, re-run the workshop to identify how your positioning should shift. The competitive alternatives analysis will show where you still win.
Run the workshop output through your leadership team. When everyone agrees on the category, alternatives, and one-liners, every part of the go-to-market gets more consistent.
The one-liner output gives you 3-5 ready-to-use positioning statements. Test them in email subject lines, LinkedIn posts, and website headlines.
If you're an agency or consultant, use the skill to run positioning workshops for clients without scheduling a 3-hour strategy session.
Skill Stack
The playbook provides product and competitive context that feeds directly into the positioning exercise.
Get detailed competitor analysis first, then use Positioning Workshop to define how you're different.
After positioning, generate value props that communicate your differentiation to each persona.
Turn your positioning into conversion-ready landing page copy with headlines, features, and proof.
ClaudeGTM includes every skill, video walkthroughs, templates, and a complete GTM system in a box.
Get ClaudeGTM — $297