Positioning Canvas

Make sure to use this skill whenever a product doesn't fit neatly into known categories, analysts and customers struggle to classify the product, debating whether to create a new category or position in an existing one, evaluating the cost of market education for a new category, or deciding between subcategory and full category creation — even if the request is about 'positioning' or 'go-to-market' rather than explicitly about category creation.

Make sure to use this skill whenever preparing for a sales presentation or demo, the current pitch leads with features instead of customer problems, win rates are low and pitch structure is suspected, training a sales team on consultative selling, or rebuilding a pitch after a competitive loss — even if the request is about 'sales' or 'presentations' rather than explicitly about pitch structure.

Make sure to use this skill whenever choosing between a CDP-centralized stack vs a warehouse-first reverse-ETL approach, evaluating martech architecture for a growing company, or deciding whether to consolidate on one SDK or invest in a data warehouse pipeline — even if the request is about 'marketing tools' or 'data architecture' rather than explicitly about martech stacks.