# Messaging and Positioning

## Purpose

Clarify who the product or feature is for, what value it provides, why it matters now, and how it differs from alternatives.

## When to use

- Defining or refining product narrative
- Preparing launches, landing pages, or feature announcements
- Choosing how to frame a new capability for a target audience
- Aligning product, UX, and marketing language around one story

## Inputs to gather

- Target audience and their pain points
- Product capability, strengths, and evidence
- Competitive or alternative solutions
- Business goal of the messaging effort

## How to work

- Start with audience pain or desired outcome, then connect the product to that need.
- Distinguish core value, supporting proof, and differentiators.
- Avoid vague slogans unless they are backed by a concrete explanation.
- Stress-test the message against realistic alternatives and skeptical readers.
- Produce a tight core narrative that other copy can inherit.

## Output expectations

- Clear positioning statement or message framework
- Defined audience, value proposition, and differentiators
- Candidate headlines, pillars, or narrative directions when useful

## Quality checklist

- The message is specific about audience and value.
- Differentiation is real, not generic category language.
- Claims are supportable by the product.
- The narrative can guide product copy and campaign content consistently.

## Handoff notes

- Note open questions about audience, market, or product maturity if they limit confidence.
- Pair with product copy or marketing content to turn the narrative into shipped assets.