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Strategy & DiscoverySD-03
Define product positioning
Build a supported value story for a defined audience and preserve claim meaning across short variants.
Product statusAvailable now
Input3 required inputsCustomer problem evidence · Differentiated capability and substantiated outcomes · Initiative focus and approved Product Brain guidance
SkillsDraft a positioning brief · Prepare task context · Review an artifact against agreed criteriaProduct Marketing + Product Marketeer Agent
OutcomePositioning brief: problem, audience, alternatives, differentiators, messaging pillars and proof points.Artifact: Positioning brief
Owner
Product Marketing
Human + Agent
Participants · Agents
Product ManagerSales & SupportProduct Marketeer Agent
Trigger
A product or change needs a consistent market position.
Required context
Customer evidenceCustomer problem evidenceCodeDifferentiated capability and substantiated outcomesProduct BrainInitiative focus and approved Product Brain guidance
Optional context
ConfluenceBrand voice and approved claimsFilesCompetitor alternatives
Skills
Draft a positioning briefPrepare task contextReview an artifact against agreed criteria
Suggested conversation arc
- 1Agree audience and customer problemSelect the audience and situation, grounding the problem in customer language rather than a favoured internal feature.Skills: Prepare task context
- 2Draft the value storyCreate a concise positioning paragraph, message themes and shorter variants; connect each benefit to actual capability and the wider company story.Skills: Draft a positioning brief
- 3Verify supporting proofCheck demonstrations, facts and approved quotes for each claim; label unsupported claims and avoid compressing qualified evidence into absolute promises.Skills: Review an artifact against agreed criteria
- 4Confirm the positioning referenceAgree final wording with product and marketing, identify audience-specific variants and retain a reusable approved reference for later collateral.
Output
Positioning brief: problem, audience, alternatives, differentiators, messaging pillars and proof points.
Artifacts
Creates: Positioning brief
What good looks like
- Every claim traces to shipped capability or a labelled roadmap item.
- Differentiators are ones the alternatives cannot claim.
- Short variants keep the meaning of the qualified claim.
Quality gate
Product and marketing agree the final wording and the approved reference.
Destination
ConfluenceProduct Brain
Usually next
People and agents work from the same Product Brain. The owner stays accountable. Assigned agents prepare and check. A named person approves at the gate.
Choose the path that matches your role.
Set the Product AI direction with us, or test the shared Product Brain on real work with Jira and code.