Registry indexed

positioning

Price unconfirmed★ 63 GitHub starsRegistry updated · Oct 14, 2026agent-skill

Overview

Develops B2B SaaS positioning from your ICP, competitor and win-loss evidence. Maps what buyers compare you to, chooses between leading with a category or a problem, picks a primary and secondary anchor and up to three defensible differentiators, lays out 2 to 4 worked positioning options with a comparison canvas so you can decide, then locks the chosen one and tests it (clarity ladder, guarantee test). Triggers: "positioning", "how do we position", "what category are we in", "how do we differentiate from", "our homepage is confusing", "positioning options". Run before /messaging. Not for taglines or a messaging library (use /messaging).

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Positioning

Decide what you are, who it's for, what they'd use instead, and why you're the better choice, in words a buyer understands in five seconds. The method follows the public April Dunford school: start from the competitive alternatives buyers actually consider, and build out from there.

When to use it

The homepage doesn't explain what you do, or demos start with "so what is it exactly?".
You're choosing between going broad and niching down.
A new product, a new segment, or a competitor that moved.

Don't use it for taglines, value props or a full messaging library (/messaging, which runs after this), or for research you haven't done yet.

Inputs

Required: company name, a short description and the website URL.

Recommended: context/icp/, context/competitors/, context/win-loss/ and context/expert-pov/. Positioning without ICP and competitor evidence is opinion. If those are missing, say so, run what you can, and offer /icp-research and /competitor-research first.

Paths. Write to context/positioning/MMYY-positioning.md. Agency or consultant? Swap context/ for clients/<client>/context/ throughout.

Steps

Read the current state. Fetch the homepage, pricing and about pages. Run the five-second test: do the headline and sub-headline say what it is and who it's for? Note the category, differentiation and ICP the site claims today.
Map the alternatives. What would a buyer do if you didn't exist?
- do it manually
- keep a legacy tool
- buy a direct competitor
- stretch an adjacent tool
- do nothing
- build it with a general AI assistant
Rank them by how often they show up in deals.
Map the anchors. What could the positioning hang on?
- an activity
- a product category
- a use case
- a problem
- a persona
- a competitive alternative ("the X alternative for Y")
Score the promising combinations on clarity, differentiation and relevance to the ICP.
Make the binary choice. Category-led (buyers already know the category and you win inside it) or problem-led (the category is new, crowded or wrong, so you lead with the pain). Use an activity anchor only when no software category fits.
Lay out the options. Take the top 2 to 4 combinations (3 by default) and work each one up:
- primary and secondary anchor
- a hero headline and sub-headline
- the value in three parts: category, problem, differentiation
- who it's for
- the bet it makes
- the risks
Each option must change the anchor or the binary choice. No rewording of the same bet.
Build the comparison canvas. One column per option, rows for clarity, differentiation, ICP relevance, proof available, competitive exposure and risk. Mark each cell's confidence: verified, inferred, estimated or unknown. Recommend one and name the trade-off each option forces. The user decides.
Lock the chosen option. Up to three differentiators, each one a thing you'd guarantee with money on the line (pass, partial or fail). Name the primary competitive alternative and the market focus, with simple TAM maths (average deal size × customers needed).
Run the clarity ladder. Compress the position to one word, one phrase, one sentence and one paragraph. If a level fails, go back to the anchors.
Write the positioning statement in the form that fits the anchor:
- Use case: "We help [persona] [do the job] without [friction], by [approach]."
- Category: "We are a [category] that [differentiator], unlike [alternative] which [weakness]."
- Alternative: "We're the [leader] alternative that [upgrade], for [persona] who [unmet need]."
- Activity: "We help [persona] [do activity], replacing [manual process] with [mechanism]."
Map the implications. What changes for messaging, for the ICP, and which channel leads with which facet (homepage: primary anchor; comparison pages: the alternative; case studies: proof that matches the anchor).
Hand off to /messaging.

Output shape

Open with a TLDR (the one-sentence position) and one block of open decisions. Then: current state, alternatives, the options with the canvas, the committed position (anchors, differentiators with guarantee verdicts, statement, clarity ladder), implications, and sources. Each caveat is stated once.

What good looks like

A stranger reads the hero and knows what it is and who it's for in five seconds.
No more than three differentiators, each one provable.
The comparison set matches the buyer. Compare to other vendors only when buyers already use the category.
The options are real choices, not three phrasings of one idea.
The TAM maths is realistic, not hopeful.

Mistakes to avoid

"The platform for X" with nothing else.
"AI-powered" as the main differentiator.
Inventing a category nobody searches for.
Choosing the position before mapping the alternatives.
Differentiators you couldn't prove to a sceptical buyer.

Chain

Step 8 of the suggested chain: /company-context → /icp-research → /competitor-research → /win-loss → /expert-pov → /tov-guidelines → /brand-kit → positioning → /messaging → /funnel-strategy → /goals.

View source ↗

File metadata

name: positioning
description: >-
  Develops B2B SaaS positioning from your ICP, competitor and win-loss evidence. Maps what buyers compare
  you to, chooses between leading with a category or a problem, picks a primary and secondary anchor and
  up to three defensible differentiators, lays out 2 to 4 worked positioning options with a comparison
  canvas so you can decide, then locks the chosen one and tests it (clarity ladder, guarantee test).
  Triggers: "positioning", "how do we position", "what category are we in", "how do we differentiate
  from", "our homepage is confusing", "positioning options". Run before /messaging. Not for taglines or
  a messaging library (use /messaging).
version: '1.0.0'
license: MIT

View original text

---
name: positioning
description: >-
Develops B2B SaaS positioning from your ICP, competitor and win-loss evidence. Maps what buyers compare
you to, chooses between leading with a category or a problem, picks a primary and secondary anchor and
up to three defensible differentiators, lays out 2 to 4 worked positioning options with a comparison
canvas so you can decide, then locks the chosen one and tests it (clarity ladder, guarantee test).
Triggers: "positioning", "how do we position", "what category are we in", "how do we differentiate
from", "our homepage is confusing", "positioning options". Run before /messaging. Not for taglines or
a messaging library (use /messaging).
version: '1.0.0'
license: MIT
---

# Positioning

## When to use it

- The homepage doesn't explain what you do, or demos start with "so what is it exactly?".
- You're choosing between going broad and niching down.
- A new product, a new segment, or a competitor that moved.

Don't use it for taglines, value props or a full messaging library (`/messaging`, which runs after this), or for research you haven't done yet.

## Inputs

**Required:** company name, a short description and the website URL.

**Recommended:** `context/icp/`, `context/competitors/`, `context/win-loss/` and `context/expert-pov/`. Positioning without ICP and competitor evidence is opinion. If those are missing, say so, run what you can, and offer `/icp-research` and `/competitor-research` first.

**Paths.** Write to `context/positioning/MMYY-positioning.md`. Agency or consultant? Swap `context/` for `clients/<client>/context/` throughout.

## Steps

1. **Read the current state.** Fetch the homepage, pricing and about pages. Run the five-second test: do the headline and sub-headline say what it is and who it's for? Note the category, differentiation and ICP the site claims today.
2. **Map the alternatives.** What would a buyer do if you didn't exist?
- do it manually
- keep a legacy tool
- buy a direct competitor
- stretch an adjacent tool
- do nothing
- build it with a general AI assistant

Rank them by how often they show up in deals.
3. **Map the anchors.** What could the positioning hang on?
- an activity
- a product category
- a use case
- a problem
- a persona
- a competitive alternative ("the X alternative for Y")

Score the promising combinations on clarity, differentiation and relevance to the ICP.
4. **Make the binary choice.** Category-led (buyers already know the category and you win inside it) or problem-led (the category is new, crowded or wrong, so you lead with the pain). Use an activity anchor only when no software category fits.
5. **Lay out the options.** Take the top 2 to 4 combinations (3 by default) and work each one up:
- primary and secondary anchor
- a hero headline and sub-headline
- the value in three parts: category, problem, differentiation
- who it's for
- the bet it makes
- the risks

Each option must change the anchor or the binary choice. No rewording of the same bet.
6. **Build the comparison canvas.** One column per option, rows for clarity, differentiation, ICP relevance, proof available, competitive exposure and risk. Mark each cell's confidence: verified, inferred, estimated or unknown. Recommend one and name the trade-off each option forces. The user decides.
7. **Lock the chosen option.** Up to three differentiators, each one a thing you'd guarantee with money on the line (pass, partial or fail). Name the primary competitive alternative and the market focus, with simple TAM maths (average deal size × customers needed).
8. **Run the clarity ladder.** Compress the position to one word, one phrase, one sentence and one paragraph. If a level fails, go back to the anchors.
9. **Write the positioning statement** in the form that fits the anchor:
- Use case: "We help [persona] [do the job] without [friction], by [approach]."
- Category: "We are a [category] that [differentiator], unlike [alternative] which [weakness]."
- Alternative: "We're the [leader] alternative that [upgrade], for [persona] who [unmet need]."
- Activity: "We help [persona] [do activity], replacing [manual process] with [mechanism]."
10. **Map the implications.** What changes for messaging, for the ICP, and which channel leads with which facet (homepage: primary anchor; comparison pages: the alternative; case studies: proof that matches the anchor).
11. **Hand off** to `/messaging`.

## Output shape

## What good looks like

- A stranger reads the hero and knows what it is and who it's for in five seconds.
- No more than three differentiators, each one provable.
- The comparison set matches the buyer. Compare to other vendors only when buyers already use the category.
- The options are real choices, not three phrasings of one idea.
- The TAM maths is realistic, not hopeful.

## Mistakes to avoid

- "The platform for X" with nothing else.
- "AI-powered" as the main differentiator.
- Inventing a category nobody searches for.
- Choosing the position before mapping the alternatives.
- Differentiators you couldn't prove to a sceptical buyer.

## Chain

Step 8 of the suggested chain: `/company-context` → `/icp-research` → `/competitor-research` → `/win-loss` → `/expert-pov` → `/tov-guidelines` → `/brand-kit` → **positioning** → `/messaging` → `/funnel-strategy` → `/goals`.

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License: MIT
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Skill source recorded

Skill instructions are recorded. This is not a runtime test, safety guarantee or compatibility certification.

Review before install: Avoid automatic install

License: MIT

Potential broker, wallet, exchange, or real-money execution surface; sandbox and explicit approval are required
AI review approval is missing
This skill may touch real-money trading, broker, wallet, or exchange operations; use only in a sandbox with explicit approval.
Quality score needs review
GitHub adoption: 63 GitHub stars
Stars/forks activity: 63 stars, 19 forks; issue activity unavailable in current metadata
Review status: AI review approval is missing

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Source & usage notes

IndexedStatic Checked

Repository metadata and review signals are advisory. Popularity, source discovery and successful execution are different facts.

Source repository: matteotitta/repo-structure-in-house
License: MIT
Version: 1.0.0
Last GitHub push: Oct 14, 2026
Registry updated: Oct 14, 2026
Instruction path: .claude/skills/positioning/SKILL.md @ 4016985f52ad

Version reported in registry metadata; check source releases before relying on it.

Quality

59/100

Promising

Trust

66/100

Sandbox only

Audit

76/100

Risky

Open full audit View eval report

Potential broker, wallet, exchange, or real-money execution surface; sandbox and explicit approval are required
AI review approval is missing
This skill may touch real-money trading, broker, wallet, or exchange operations; use only in a sandbox with explicit approval.
Quality score needs review
GitHub adoption: 63 GitHub stars
Stars/forks activity: 63 stars, 19 forks; issue activity unavailable in current metadata
Review status: AI review approval is missing

Verified installs: —
Outcomes: —

Copies are not installs. Installation counts require a reported successful installation; they are not a blanket quality guarantee.

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More details

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      "Review repository, license, install command, and permission surface before production use."
    ],
    "expected_agent_output": {
      "selected_skill": "matteotitta-positioning (positioning)",
      "install_command": "npx skills add matteotitta/repo-structure-in-house --skill positioning",
      "risk_summary": "Risky; Blocked for auto-install; Review before production",
      "verification_result": "Report the smallest successful task, files touched, warnings, and any missing setup."
    }
  },
  "outcome_feedback": {
    "endpoint": "https://www.openagentskill.com/api/agent/outcome",
    "method": "POST",
    "requires_resolve_event_id": true,
    "event_id_source": "Use install_receipt.outcome_feedback.event_id or feedback.event_id returned by /api/agent/resolve for the current task.",
    "expected_outcomes": [
      "success",
      "failed",
      "not_relevant",
      "blocked_by_risk",
      "setup_required"
    ],
    "payload_template": {
      "event_id": "<install_receipt.outcome_feedback.event_id or feedback.event_id from /api/agent/resolve>",
      "skill_slug": "matteotitta-positioning",
      "task": "Use positioning in an agent workflow",
      "agent": "codex",
      "outcome": "success",
      "install_used": true,
      "risk_blocked": false,
      "setup_required": false,
      "task_success": true,
      "output_quality": 4,
      "error_type": null,
      "human_review_required": false,
      "workspace": "sandbox",
      "time_to_useful_ms": 120000,
      "notes": "Report the smallest successful task, setup friction, files touched, and risk notes."
    }
  },
  "endpoints": {
    "web": "https://www.openagentskill.com/skills/matteotitta-positioning",
    "api": "https://www.openagentskill.com/api/agent/skills/matteotitta-positioning",
    "audit": "https://www.openagentskill.com/skills/matteotitta-positioning/audit",
    "eval": "https://www.openagentskill.com/api/agent/evals?slug=matteotitta-positioning&task=Use%20positioning%20in%20an%20agent%20workflow&max_risk=medium",
    "resolve": "https://www.openagentskill.com/api/agent/resolve?task=Use%20positioning%20in%20an%20agent%20workflow&agent=codex&max_risk=medium",
    "receipt": "https://www.openagentskill.com/api/agent/receipt?task=Use%20positioning%20in%20an%20agent%20workflow&agent=codex&max_risk=medium&format=text",
    "install": "https://www.openagentskill.com/api/skills/matteotitta-positioning/install",
    "manifest": "https://www.openagentskill.com/api/registry/manifest/matteotitta-positioning"
  }
}

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Creator: matteotitta
Source: matteotitta/repo-structure-in-house
Indexed by: OpenAgentSkill community index

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Positioning

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