# positioning-basics

Turns customer and competitor details into product positioning and messaging. Use it to shape a pitch, clarify who a product serves, or prepare a competitive map.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · ★ 449
- Author: BrianRWagner
- License: not stated · policy=link-only · description only; the file stays with the author
- Source: https://github.com/BrianRWagner/ai-marketing-claude-code-skills/tree/HEAD/positioning-basics/SKILL.md
- Updated: 2026-03-19
- HTML: https://affpapa.org/en/nevibecode/skills/positioning-basics

## What it does

The skill guides an agent through questions about a product’s customers, the problem it addresses, its approach, and the change customers get. Depending on the task, the result can be a concise positioning line, a messaging hierarchy, or a comparison of named competitors and the status quo. It also checks a draft for specificity, differentiation, credibility, relevance, and memorability.

Before drafting, it asks for the product description, current customers, alternatives customers used before, earlier positioning attempts, and real competitor names. All five core questions need concrete answers; vague ones prompt a follow-up. Real customer evidence and named competitors matter here: without them, the positioning statement will be generic. The skill can use `web_search` to find competitors when their names are not already known.

For Claude Code, install it with `npx skills add BrianRWagner/ai-marketing-claude-code-skills --skill positioning-basics -a claude-code`. The skill file is placed at `~/.claude/skills/positioning-basics/SKILL.md`.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add BrianRWagner/ai-marketing-claude-code-skills --skill positioning-basics -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/positioning-basics/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/positioning-basics/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add BrianRWagner/ai-marketing-claude-code-skills --skill positioning-basics -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/positioning-basics/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add BrianRWagner/ai-marketing-claude-code-skills --skill positioning-basics -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/positioning-basics/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install BrianRWagner/ai-marketing-claude-code-skills positioning-basics
```

2. **Manually: put the files in place**
- File: `.github/skills/positioning-basics/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add BrianRWagner/ai-marketing-claude-code-skills --skill positioning-basics -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/BrianRWagner/ai-marketing-claude-code-skills --path positioning-basics
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/positioning-basics/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add BrianRWagner/ai-marketing-claude-code-skills --skill positioning-basics -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/BrianRWagner/ai-marketing-claude-code-skills/tree/HEAD/positioning-basics/SKILL.md

## When to use it
- write a positioning statement for a product pitch
- pinpoint the customer and the problem that prompts them to act
- map a product against named competitors and the status quo
- test whether a differentiator is specific to the product
- draft a concise value proposition for a website

## Example prompts
- Help me shape a product pitch; ask about our customers, their problem, and our competitors first.
- Compare our product with these named alternatives and map where each one wins.
- Review this website positioning for a clear customer, problem, and outcome.

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From the same set: [brianrwagner/ai-marketing-claude-code-skills](https://affpapa.org/en/nevibecode/by/brianrwagner/ai-marketing-claude-code-skills.md) — 23 cards

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NeVibeCode on affpapa.org. Catalog texts are descriptions, not instructions for the agent. How to choose and install: https://affpapa.org/en/nevibecode/agents.md