Official skill · Marketing
Positioning statement (5 components)
Drafts positioning from April Dunford's 5 components: alternatives, unique attributes, value, target customer and category, then a one-line statement. Use it when the team can't agree how to describe the product before a homepage or deck rewrite.
AI skill
Have your AI sharpen how you position your product
14 days free · No card needed
Works in Claude, ChatGPT, and coding agents. On Team and Business, the official skill in your pod updates itself when we improve it.
When to use it
- The team can't agree how to describe the product before a homepage or deck rewrite
- Deals go to spreadsheets or the wrong buyers keep signing up
What you give it
- What the product does
- Your happiest customers and what they used before
- Lost deals and what won them (optional)
- Current homepage copy (optional)
What you get
The 5 positioning components as tables, a one-line positioning statement, and a stress test naming the weakest part.
How it works
- List the competitive alternatives
- Find the unique attributes
- Turn each attribute into value
- Name the best-fit customer
- Choose the market category
- Write the one-line statement
- Stress-test it (our default)
Example
What you give it
Pennant: inventory software. Syncs stock across Shopify, Etsy and a physical shop in real time, handles bundles. Happy customers: 6 small homeware brands, 2–10 staff, selling on 2–3 channels, all came from spreadsheets after overselling at Christmas. One lost deal went to a big ERP.
What you get back (the start of it)
Positioning — Pennant
1. Competitive alternatives
- Spreadsheets updated by hand — cheap and familiar until a busy season
- A full ERP — chosen by brands planning to grow fast; one lost deal [from input]
- Each channel's built-in stock count — free, but no sync between channels
2. Unique attributes
| Attribute | Missing from | Verifiable how |
|---|---|---|
| Real-time stock sync across Shopify, Etsy and in-store | Spreadsheets, channel tools | Sell 1 in-store, see the count drop online |
| Bundle stock that draws down component items | Spreadsheets, channel tools | Sell a gift set, see each item drop |
| Set up in an afternoon [assumption] | ERP | [check: typical setup time] |
The rest of this output, the full steps and the checks the AI runs before it answers are in your pod once you add the skill.
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Changelog
- v1.0.0 · · First release.
Sources
- A Quickstart Guide to Positioning - April Dunford (read 2026-11-04)
- A Product Positioning Exercise - April Dunford (read 2026-11-04)