Positioning Craft Skill for Claude

Crafts product positioning using April Dunford's positioning framework. Use when defining target customers, choosing categories, identifying alternatives, or articulating differentiated value. Based on Obviously Awesome methodology.

618 tokens

context cost

the whole folder, loaded on every use

files

instructions only

copies elsewhere

how many repositories repackaged it

385

stars on the repo

on the repository, not the skill itself

Install

one command, takes just this skill from the repository

npx skills add https://github.com/menkesu/awesome-pm-skills --skill positioning-craft

The instruction itself

9 sections, as written by the author

Positioning Mastery

When This Skill Activates

Claude uses this skill when:

Defining product positioning
Writing value propositions
Choosing market category
Differentiating from competitors

Core Frameworks

1. April Dunford's Positioning Framework

The Five Components:

1. WHO is this best for?

Specific segment, not "everyone"
Define ideal customer profile

2. WHAT category does this fit in?

Existing category or new?
Sets expectations

3. WHAT alternatives exist?

What do customers use now?
Don't say "no competitors"

4. UNIQUE value you provide

What's different?
Why does that matter?

5. PROOF it's real

Evidence/metrics
Customer stories

Action Templates

Template: Positioning Canvas

# Positioning: [Product]

## 1. Best For (Target Customer)
**Ideal customer:**
- Industry: [specific]
- Role: [specific]
- Problem: [specific pain]
- **NOT for:** [who should avoid]

## 2. Category
**It's a:** [category name]
**Context:** [how customers understand it]

## 3. Alternatives
**Customers currently use:**
- [Alternative 1]
- [Alternative 2]
- [Alternative 3]

**Why they're insufficient:**
- [Reason]

## 4. Unique Value
**We're different because:**
- [Differentiator 1]
- [Differentiator 2]

**Why that matters to customers:**
- [Customer benefit 1]
- [Customer benefit 2]

## 5. Proof Points
- [Metric/case study]
- [Metric/case study]
- [Metric/case study]

## One-Sentence Positioning
"For [target customer] who [need/problem], [product] is a [category] that [unique value]. Unlike [alternatives], we [key differentiator]."

Quick Reference

🎯 Positioning Checklist

Clarity:

[ ] Who it's for (specific)
[ ] What category (clear)
[ ] What alternatives (honest)
[ ] Unique value (different)
[ ] Proof (credible)

Testing:

[ ] Customer understands it
[ ] Sales team can pitch it
[ ] Differentiation is clear

Key Quotes

April Dunford:

> "Positioning is the first thing you need to get right. Everything else flows from it."

On Competitors:

> "When you say 'we have no competitors,' customers hear 'there's no demand for what you do.'"

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How to use it

Copy the folder

Take menkesu/positioning-craft from the repository into ~/.claude/skills for personal use, or into .claude/skills inside a project.

Check the name does not clash

The agent identifies a skill by the name field in its header. Two skills with the same name cannot sit side by side — one of them will be ignored.