Value Prop And Positioning

Build differentiated positioning and persona-level value messaging that revenue teams can use in live conversations.

Confirm Inputs First

• If a current revenue-enablement-context exists, use it first for ICP, personas, stage language, and proof standards.
• Confirm the product or feature scope.
• Confirm ICP and target segment.
• Confirm primary personas and buying roles.
• Confirm top alternatives, including status quo.
• Confirm available proof points, evidence, or customer outcomes.
• Confirm the primary commercial motion (new logo, expansion, enterprise, SMB).
• If inputs are incomplete, ask for only the minimum missing items or proceed with labeled assumptions.

Read The Right Reference

• Read references/positioning-canvas.md when you need a stable framework for framing alternatives, value pillars, and proof.

Default Workflow

1. Define the decision context: buyer, problem, trigger, and current alternatives.
2. State the positioning thesis in one sentence with a clear category anchor.
3. Build three to five value pillars tied to concrete buyer outcomes.
4. Translate value pillars into persona-specific value messages.
5. Attach proof to each value pillar, preferring quantified evidence.
6. Draft a why-now narrative that reflects timing pressure and business risk.
7. Stress test messaging across decision lenses: status quo inertia, named competitor pressure, procurement scrutiny, and executive buyer risk.
8. Remove or downgrade unsupported claims that fail the stress test.
9. Route adjacent work: For live conversation scripts, use talk-track-builder. For objection-specific counters, use objection-library-builder. For competitor tactical positioning, use battlecard-builder.

Output Contract

• Positioning thesis and category framing.
• Alternatives map: status quo, in-house, and competitor options.
• Persona value matrix with role-specific pain, value, and proof.
• Why-now narrative and disqualification conditions.
• Message hierarchy: headline, pillar statements, and support points.
• Stress test summary by decision lens.
• Assumptions list when source inputs were incomplete.

What To Avoid

• Treating positioning as slogan copy instead of decision support.
• Reusing one message across all personas with only cosmetic edits.
• Leading with claims that have no defensible proof path.

Quality Bar

• Positioning is differentiated against real alternatives, not generic claims.
• Each value statement links to a concrete buyer outcome.
• Proof is explicit and proportional to claim strength.
• Persona messaging changes meaningfully by role.
• Output is concise enough for enablement reuse without rewriting.