Positioning Angles

Produce a positioning statement the rest of the marketing system can repeat: one claim, built from the market's stage, the offer's unique mechanism, and a single psychological angle. Governing principle: positioning is not being better, it's being different in a way the audience cares about — and one angle typically outperforms the others by a wide margin, so commit to one and treat it as a bet to test, not a truth.

When to use / when not to

• Use whenever a core claim is missing, weak, or generic — before landing pages, content strategy, or email work.
• If the user is unsure the product itself is differentiated (not just the message), hand off to skills/product-strategy/foundation-sprint — it pressure-tests the underlying bet with a differentiation 2x2; come back here to turn its output into market-facing language.
• If the claim exists and the user needs it written into a page, use skills/marketing/direct-response-copy.
• Audit mode: user has positioning but doubts it → skip to Step 4 and run the three tests against it; fix the failing part using the matching step.

Intake

One batch; skip anything already known from context or from skills/marketing/orchestrator:

1. What do you sell, in one sentence, and to whom?
2. What are the 2–3 alternatives your customer actually compares you to (including "do nothing" or a spreadsheet)?
3. What do you do differently from those alternatives — any step, ingredient, or approach they skip?
4. How saturated is your market: do you have to explain the category, or is the buyer already drowning in options and skeptical claims?