Positioning Canvas
- 307 installs
- 43 repo stars
- Updated March 7, 2026
- pmprompt/claude-plugin-product-management
positioning-canvas is a Claude Code product-management skill that applies April Dunford's positioning framework to clarify target customer, category, differentiation, and value proof before writing positioning copy or go
About
positioning-canvas is a PM skill from pmprompt/claude-plugin-product-management based on April Dunford's framework from Obviously Awesome. The skill helps developers and product managers define competitive alternatives, differentiated value, target customers, and market category when asked to position a product, differentiate from competitors, or figure out category fit. Developers reach for positioning-canvas before drafting positioning copy, pricing pages, landing messaging, or repositioning briefs for a new offer. Output is a completed positioning canvas with clear category, ICP, differentiation, and proof points ready for marketing and engineering alignment.
- Target customer definition
- Category and alternative mapping
- Differentiation and proof points
- Value proposition framing
- GTM-ready positioning brief
Positioning Canvas by the numbers
- 307 all-time installs (skills.sh)
- +12 installs in the week ending Aug 4, 2026 (Skillselion tracking)
- Ranked #897 of 3,282 Productivity & Planning skills by installs in the Skillselion catalog
- Data as of Aug 4, 2026 (Skillselion catalog sync)
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| Installs | 307 |
|---|---|
| repo stars | ★ 43 |
| Last updated | March 7, 2026 |
| Repository | pmprompt/claude-plugin-product-management ↗ |
How do you position a product using April Dunford's framework?
Clarify target customer, category, differentiation, and value proof before writing positioning copy, pricing pages, or go-to-market briefs for a new offer.
Who is it for?
Developers or PMs defining product positioning, category fit, or competitive differentiation before copy, pricing pages, or GTM briefs.
Skip if: Teams that already have finalized positioning and only need UI implementation without strategic repositioning work.
When should I use this skill?
A developer asks to position a product, build a positioning canvas, differentiate from competitors, or define market category.
What you get
Completed positioning canvas with target customer profile, market category, competitive alternatives, differentiated value, and proof points.
- positioning canvas document
- competitive alternatives map
- differentiated value statement
Files
Domain Context
This skill implements a proven product management framework. The approach combines best practices from industry leaders and is designed for practical application in day-to-day PM work.
Input Requirements
- Context about your product, feature, or problem
- Relevant data, research, or constraints (recommended but optional)
- Clear articulation of what you're trying to achieve
Positioning Canvas
What It Is
Positioning defines how your product is the best in the world at delivering some value that a well-defined set of customers care a lot about.
The core insight: Positioning is not messaging. It's not your tagline. It's the fundamental strategic decision about how you win in the market — what you compete against, how you're different, what value only you can deliver, and who cares most about that value.
When positioning is weak:
- Prospects don't understand what you are on first contact
- Sales calls require 3+ meetings before "the light comes on"
- You win deals but customers churn because expectations didn't match reality
- Different teams (sales, marketing, product) tell different stories
When positioning is strong:
- It feels obvious — "of course that's what it is"
- Qualified prospects immediately understand why they should care
- Your differentiated value is clear against alternatives
- Everyone in the company tells the same story
Credit: This framework comes from April Dunford, author of Obviously Awesome and Sales Pitch, who has positioned over 200 B2B tech companies.
When to Use It
Use Positioning Canvas when you need to:
- Define or refine how you compete — who are the real alternatives?
- Articulate differentiated value — why pick you over everything else?
- Identify your best-fit customers — who cares most about your value?
- Choose or validate your market category — what context makes your value obvious?
- Align your team — get sales, marketing, product, and leadership on the same page
- Build a sales pitch — translate positioning into a story that wins deals
- Reposition after market changes — your product evolved, competition shifted, or customers changed
When Not to Use It
- You're pre-product-market-fit — Keep positioning loose until you see patterns in who loves you and why.
- You want to validate a hypothesis — Positioning captures what's true today based on evidence.
- You're only focused on messaging — Positioning is an input to messaging, not messaging itself.
Resources
Books:
- Obviously Awesome by April Dunford
- Sales Pitch by April Dunford
- Positioning: The Battle for Your Mind by Al Ries and Jack Trout
Further Reading
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What framework does positioning-canvas use?
positioning-canvas implements April Dunford's positioning framework from Obviously Awesome. The skill guides competitive alternatives, differentiated value, target customers, and market category before positioning copy or go-to-market briefs.
When should developers invoke positioning-canvas?
Developers should invoke positioning-canvas when asked to position a product, build a positioning canvas, differentiate from competitors, or define category fit. The skill is meant to run before pricing pages, landing copy, or repositioning work.