Crafting Positioning

Phase 6: Early Positioning & Messaging

GTM Strategist Methodology — Phase 6 of 12 Tested with 1000+ companies. Based on Go-To-Market Strategist by Maja Voje.

You have validated your customers, built your product, and set your pricing. Now it is time to claim your position in the market and arm your team with messaging that resonates. This phase turns your validated insights into a coherent positioning and messaging system that every piece of future communication will build on.

Before You Start

1. Read User Context

Read my-gtm-context.md. Pay attention to:

• Section 2 (Target Market) and Section 3 (ICP) — who you are positioning for
• Section 4 (Problem & Value) — your core value story
• Section 6 (Competitive Landscape) — alternatives and differentiators
• Section 10 (Voice & Brand) — tone, existing brand assets

If these sections are empty, ask the user to fill them in before proceeding. Never invent context.

2. Check Prior Phase Outputs

This phase builds directly on previous work. Check outputs/ for:

If critical inputs are missing, tell the user which phase to complete first and why. Let them proceed if they want, but flag the assumptions they are making.

3. What "Done" Looks Like

By the end of this phase, the user will have:

• A positioning statement grounded in competitive reality
• Clearly differentiated UVP and USP
• A messaging document the whole team can reference
• A minimum viable visual identity for consistent presentation
• A plan (or results) for testing messaging with real prospects

Task 1: Craft Initial Positioning

Duration: 1-3 hours Output: outputs/06-positioning-statement.md

The April Dunford Framework (Adapted for GTM Strategist)

Work through these six steps in order. Each step feeds the next. Do not skip ahead — the sequence is the method.

Step 1: Competitive Alternatives

"What would your customers do if your product did not exist?"

This is NOT a list of competitors. It includes:

• Direct competitors (similar products)
• Indirect alternatives (spreadsheets, agencies, manual processes)
• The status quo (doing nothing, living with the problem)

Pull from outputs/02-competitor-analysis.md if available. If not, ask the user to list 5-7 alternatives their target customers actually consider.

Output format:

Competitive Alternatives:
1. [Alternative] — How customers currently solve this
2. [Alternative] — How customers currently solve this
...

Step 2: Unique Attributes

"What do you have that none of the alternatives do?"

List every capability, feature, approach, or characteristic that is genuinely unique — not "better" but "different." This must survive the test: "Could a competitor truthfully claim the same thing?" If yes, it is not unique.

Cross-reference with the user's differentiator from my-gtm-context.md Section 6.

Step 3: Value (So What?)

"What does each unique attribute actually enable for the customer?"

For each unique attribute, translate it into customer value:

• Attribute: [What you have] -> Value: [What that means for them]

Push beyond feature-speak. "AI-powered" is an attribute. "Cut research time from 4 hours to 15 minutes" is value.

Step 4: Target Customers (Who Cares Most?)

"Which customers care the most about the value you deliver?"

Use the validated ICP from Phase 3 (outputs/03-validated-persona.md). If available, rank segments by:

• How acute is their pain?
• How well does your unique value map to their needs?
• How reachable are they?

The positioning is for your BEST customers, not all possible customers.

Step 5: Market Category

"What context makes your value obvious?"

The market category sets the buyer's expectations. Choose carefully:

• Existing category — You compete head-on. Requires clear differentiation.
• Subcategory — You carve out a niche within an existing category. Lower risk.
• New category — You define the space. High reward but requires education spend.

Ask: "When I say we are a [category], does the buyer immediately understand roughly what we do and why it matters?"

Step 6: Relevant Trends

"What macro trends make your positioning timely and inevitable?"

Identify 1-3 trends that create tailwinds for your product. These are NOT features — they are market-level shifts (regulatory changes, technology shifts, buyer behavior changes) that make your solution feel timely.

Positioning Statement

Combine all six steps into a positioning statement:

For [target customers — from Step 4]
who [key problem/need],
[product name] is a [market category — from Step 5]
that [key value — from Step 3].
Unlike [primary competitive alternative — from Step 1],
we [key unique attribute — from Step 2],
which means [customer outcome].
This matters now because [relevant trend — from Step 6].

Positioning Validation Checklist

Before finalizing, test against these criteria:

• Specific target: Names a specific customer, not "everyone"
• Real alternatives: Cites what customers actually use today, not theoretical competitors
• Provable claims: Every claim can be demonstrated or evidenced
• Differentiated: A competitor could NOT use this same statement
• Category clarity: A buyer hearing the category immediately understands the ballpark
• Trend-backed: Connects to a real market shift, not a buzzword

Save the full positioning worksheet and final statement to outputs/06-positioning-statement.md.

Task 2: Differentiated UVPs and USPs

Duration: 1-3 hours Output: outputs/06-uvp-usp.md

UVP vs. USP — The Distinction

Crafting Your UVP

The UVP answers one question from the customer's perspective: "Why should I care?"

Formula:

[End result the customer wants] + [Specific timeframe or qualifier] + [Without the main objection/fear]

Examples:

• "Get 3x more qualified leads without hiring a BDR team"
• "Ship validated products in 90 days, not 18 months"
• "Reduce churn by 40% with signals you already have"

UVP quality test:

1. Is it specific? (Numbers, timeframes, concrete outcomes)
2. Is it desirable? (Does the customer actually want this?)
3. Is it credible? (Can you back it up with evidence?)
4. Is it unique? (Does it differentiate from the alternatives listed in Task 1?)

Identifying Your USPs

USPs are the "how" behind the "what" of your UVP. Pull from the unique attributes identified in the positioning work (Task 1, Step 2).

For each USP candidate, run the Competitor Crosscheck:

Only features/approaches marked "Yes" in your column and "No" across all alternatives qualify as genuine USPs.

UVP-USP Connection Map

Link each USP to the UVP it supports:

UVP: [Your value promise]
  |-- USP 1: [Unique feature] -> enables [specific part of UVP]
  |-- USP 2: [Unique approach] -> enables [specific part of UVP]
  |-- USP 3: [Unique capability] -> enables [specific part of UVP]

Competitive Differentiation Matrix

Build a side-by-side view for quick reference:

Save to outputs/06-uvp-usp.md.

Task 3: Messaging v01 Template

Duration: 1-3 hours Output: outputs/06-messaging-house.md

The Messaging House

A messaging house is a single reference document that keeps everyone on the same page — founders, marketing, sales, customer success. Version 01 is meant to be a working draft, not a polished brand book.

Structure

1. Elevator Pitch (30 seconds)

Write three versions, each for a different context:

Each must pass the "so what?" test — if the listener's natural response is "so what?", the pitch needs more specificity.

2. Core Messaging Pillars (3 Maximum)

Each pillar represents one major theme of value. Three is the limit — more than three and nothing sticks.

For each pillar:

Pillar: [Theme name]
Headline: [One sentence that captures this pillar]
Supporting points:
  - [Evidence or proof point 1]
  - [Evidence or proof point 2]
  - [Evidence or proof point 3]
Objection it addresses: [What skepticism this overcomes]

3. Audience-Specific Messaging

Adapt the core message for each key audience. Use the ICP and personas from Phase 3.

4. Tagline Options (3-5 Candidates)

Generate 3-5 tagline candidates. Each should be:

• Under 8 words
• Benefit-focused (not feature-focused)
• Memorable and distinct from competitors

Tagline formulas that work:

• [Verb] + [Desirable outcome]: "Ship products customers actually want"
• [Outcome] + [Without pain]: "Grow revenue without growing headcount"
• [Category reimagined]: "The [X] for [specific audience]"

Mark one as the recommended candidate and explain why.

5. Boilerplate (Company Description)

Write a 50-word and 100-word version. These are for press releases, partnership pages, conference bios, and anywhere a standard company description is needed.

50-word version: Product + who it is for + key outcome + differentiator. 100-word version: Adds founding story, traction/proof point, and vision.

6. Words We Use / Words We Avoid

Pull tone preferences from my-gtm-context.md Section 10.

Save to outputs/06-messaging-house.md.

Task 4: Minimum Viable Visual Identity

Duration: 1-3 days Output: outputs/06-visual-identity.md

What "Minimum Viable" Means

You do not need a brand agency or a 40-page brand book. You need enough visual consistency to look professional and intentional. This task produces a brief that a designer (or the founder with Canva/Figma) can execute.

Visual Identity Brief