---
name: "Positioning canvas"
repo: https://github.com/pmprompt/claude-plugin-product-management
source: https://github.com/pmprompt/claude-plugin-product-management/blob/HEAD/skills/positioning-canvas/SKILL.md
license: "MIT"
install: "npx skills add pmprompt/claude-plugin-product-management --skill positioning-canvas"
page: https://100xlab.com/resources/agent-skills/pmprompt-claude-plugin-product-management--positioning-canvas--1yrzm7r
---

## 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

- [Obviously Awesome Positioning Canvas](https://www.productcompass.pm/p/obviously-awesome-positioning-canvas)