Positioning canvas
Quick answer
- 01What is it?
- This skill implements a proven product management framework. What sets it apart is how it narrows brand and messaging into one specific workflow rather than a broad, generic prompt.
- 02Inputs
- Context for brand and messaging: your goals, audience, constraints, and any source material the skill asks for.
- 03Output
- A ready-to-use result for brand and messaging: the analysis, copy, or recommendations the agent produces.
Add this skill
Install as a package
Installs this one skill package for your coding agent, including any supporting files that skill ships with — not every skill in the repository. Read the tutorial.
$ npx skills add pmprompt/claude-plugin-product-management --skill positioning-canvasUse in Profound
Copy this file into a new Profound Skill. That's it, nothing else to install.
Copy and create in ProfoundDomain Context
This skill implements a proven product management framework. The approach combines best practices from industry leaders and is designed for practical application in day-to-day PM work.
Input Requirements
- Context about your product, feature, or problem
- Relevant data, research, or constraints (recommended but optional)
- Clear articulation of what you're trying to achieve
Positioning Canvas
What It Is
Positioning defines how your product is the best in the world at delivering some value that a well-defined set of customers care a lot about.
The core insight: Positioning is not messaging. It's not your tagline. It's the fundamental strategic decision about how you win in the market — what you compete against, how you're different, what value only you can deliver, and who cares most about that value.
When positioning is weak:
- Prospects don't understand what you are on first contact
- Sales calls require 3+ meetings before "the light comes on"
- You win deals but customers churn because expectations didn't match reality
- Different teams (sales, marketing, product) tell different stories
When positioning is strong:
- It feels obvious — "of course that's what it is"
- Qualified prospects immediately understand why they should care
- Your differentiated value is clear against alternatives
- Everyone in the company tells the same story
Credit: This framework comes from April Dunford, author of Obviously Awesome and Sales Pitch, who has positioned over 200 B2B tech companies.
When to Use It
Use Positioning Canvas when you need to:
- Define or refine how you compete — who are the real alternatives?
- Articulate differentiated value — why pick you over everything else?
- Identify your best-fit customers — who cares most about your value?
- Choose or validate your market category — what context makes your value obvious?
- Align your team — get sales, marketing, product, and leadership on the same page
- Build a sales pitch — translate positioning into a story that wins deals
- Reposition after market changes — your product evolved, competition shifted, or customers changed
When Not to Use It
- You're pre-product-market-fit — Keep positioning loose until you see patterns in who loves you and why.
- You want to validate a hypothesis — Positioning captures what's true today based on evidence.
- You're only focused on messaging — Positioning is an input to messaging, not messaging itself.
Resources
Books:
- Obviously Awesome by April Dunford
- Sales Pitch by April Dunford
- Positioning: The Battle for Your Mind by Al Ries and Jack Trout
Further Reading
Common questions
How do I install Positioning canvas in Cursor, Claude Code, or Codex?
Run npx skills add pmprompt/claude-plugin-product-management --skill positioning-canvas in the project where you want it, then ask your agent for the skill by name. The --skill flag installs only Positioning canvas, not every skill in the repository.
Where does Positioning canvas come from and what license is it under?
Positioning canvas comes from the pmprompt/claude-plugin-product-management repository on GitHub. That repository has 41 GitHub stars. The skill is published under the MIT license.
Prefer plain text? Read the Positioning canvas guide as markdown.