Positioning statement (5 components)
OfficialOfficial · updated Nov 4, 2026 · v1.0.0
Drafts positioning from April Dunford's 5 components: alternatives, unique attributes, value, target customer and category, then a one-line statement.
Sign up free to add this skill to your pod
You come back here after you sign in, and add it with one click.
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.
Changelog
- v1.0.0 · Nov 4, 2026 · First release.
Sources
- A Quickstart Guide to Positioning - April Dunford (2026-11-04)
- A Product Positioning Exercise - April Dunford (2026-11-04)
Related skills
- Competitor battlecard Builds a one-page battlecard against one rival: when we win and lose, their strengths, landmine questions, what not to say, and an honest comparison.
- Landing page copy review Reviews landing page copy with 6 concrete tests (headline, so-what, opposite, proof, CTA, one job per section) and returns ranked line edits.
- Brand voice guide and rewrite Extracts a voice guide from 3 to 5 sample texts (traits with do and don't pairs, a word list, mechanics) and rewrites a draft in it.
- Launch announcement copy set Writes a launch kit from one message house: blog intro, customer email, in-app message and social posts that say the same thing.