Positioning Systems Skill When to Use - Kicking off new products/features or entering new markets. - Refreshing messaging after competitive or market shifts. - Equipping sales/CS with updated stories. Framework 1. Audience & Problem – ICP, pain, current workaround. 2. Promise – how we uniquely solve it (functional + emotional). 3. Proof – metrics, customers, analysts, demos. 4. Payoff – business outcome and CTA. 5. Variants – adjust for personas, industries, regions. Templates - Positioning canvas (Audience, Need, Approach, Differentiation, Proof). - Message house diagram. - Snippet bank (ema…