Positioning and Messaging Claude Skill
The Positioning and Messaging Claude skill builds a positioning statement, a strategic narrative and a persona messaging matrix for B2B founders and marketers. It is free and open source under the MIT license, part of the GTM Skills collection by LeadMagic. It uses established frameworks and starts from what customers do today, not from your feature list.
/plugin marketplace add LeadMagic/gtm-skills/plugin install gtm-skills@gtm-skillsgh skill install LeadMagic/gtm-skills foundation/positioning-messaging --agent claude-code --scope userWhat the Positioning and Messaging skill does
Messaging built from the product outward lists features and hopes the right buyer recognizes themselves. This skill starts with the competitive alternatives, including doing nothing or spreadsheets, and works forward to unique capabilities and value. Starting from alternatives keeps the claims honest, because every capability is judged against what the buyer would otherwise use.
It combines several frameworks: April Dunford's positioning components, Andy Raskin's narrative structure, category design and the Value Messaging Framework from Force Management. Each produces a specific deliverable. The output is a package, from statement to talk tracks, rather than a single tagline.
It also pulls customer language from interviews, calls and reviews so the copy uses their words, and it sends cold email writing and visual decks to other skills in the repo. Voice and tone guidance comes with the output, so writers and sellers apply it the same way.
- Builds a five-part positioning statement from alternatives, capabilities, value, target customers and category.
- Drafts a strategic narrative outline: the shift, winners and losers, promised land, proof.
- Creates a messaging matrix by persona and buying stage.
- Fills a value messaging canvas with before and after states and outcomes.
- Analyzes whether to join an existing category or design a new one.
- Extracts customer language and sets voice rules, words to use and words to avoid.
- Researches how competitors position themselves and what customers say about them.
- Hands off to other skills for cold email copy, decks and sales scripts.
How it works
Run the intake
Asks what customers do today, what only you can do, value your best customers got, who cares most, your current category and old positioning.
Research alternatives
Studies competitors' positioning, pricing and weaknesses, extracts customer language and reviews the category landscape. It looks at how rivals position themselves and what buyers say about them.
Draft the statement
Builds the five positioning components in order, keeping only capabilities no alternative has and stating value in customer terms.
Write the narrative
Structures the story from a real shift in the world to the promised land and proof, then maps messages to each persona and stage.
Deliver the package
Returns the statement, narrative outline, matrix, value canvas, category recommendation and language guidelines. Language rules cover voice, tone and words to avoid.
Example prompts
Once the Positioning and Messaging skill is installed, ask Claude in plain language. These prompts trigger it:
- Create a positioning statement for our product using the Dunford method
- Our messaging sounds generic, rebuild it starting from what customers do today
- Write a strategic narrative outline for our sales deck
- Build a messaging matrix for the CFO, the VP Sales and the end user
- Should we claim an existing category or create a new one?
What you get
- A positioning statement with five components
- A narrative deck outline with slide-level guidance
- A persona messaging matrix by buying stage
- A value messaging canvas and language guidelines
Who it is for
- Founders sharpening a vague pitch before a launch or fundraise
- Product marketers rebuilding messaging for a new segment
- Agencies defining a client's story before writing copy
How to install the Positioning and Messaging skill
What you need: Nothing beyond Claude. It works best with your ICP and competitive landscape, such as from the repo's gtm-context skill, plus customer interviews or call notes if you have them.
- Claude Code plugin
/plugin marketplace add LeadMagic/gtm-skills - Claude Code plugin
/plugin install gtm-skills@gtm-skills - GitHub CLI
gh skill install LeadMagic/gtm-skills foundation/positioning-messaging --agent claude-code --scope user - Skills CLI
npx skills add LeadMagic/gtm-skills --skill positioning-messaging - Manual
git clone https://github.com/LeadMagic/gtm-skills.git && cp -r gtm-skills/skills/foundation/positioning-messaging ~/.claude/skills/positioning-messaging/
After installing, restart Claude Code or start a new session. Claude loads the Positioning and Messaging skill automatically when your request matches it, or you can ask for it by name.
Tips for better results
- Include honest alternatives like spreadsheets or doing nothing. Everything else builds on that list.
- Provide customer quotes if you can. The skill prefers their words to internal jargon.
- Treat a capability as unique only if no listed alternative has it.
Limitations
- It does not write cold email copy, finished sales scripts or visual decks; it supplies source material for those.
- Competitor research quality depends on public information Claude can reach.
Positioning and Messaging Claude skill FAQ
Yes. It is free and open source under the MIT license, part of LeadMagic's GTM Skills collection. The optional LeadMagic data APIs it mentions are separate and paid.
Run /plugin marketplace add LeadMagic/gtm-skills, then /plugin install gtm-skills@gtm-skills. Or run npx skills add LeadMagic/gtm-skills --skill positioning-messaging for this skill alone. Restart Claude Code afterward so it picks up the new skill, then ask for the task in plain language.
It works in both. It is made of instructions and reference files, so you can zip the folder and upload it in Claude.ai under Settings, Capabilities, Skills on paid plans.
Yes. It follows a five-part method, starting with competitive alternatives, then unique capabilities, value, target customers and category. It asks intake questions first and cites the frameworks it uses.
A table of key messages for each persona at each buying stage. This skill builds one from your positioning and customer language, so each role hears the value that matters to them.