GTM OS — Positioning

# GTM OS — Positioning This skill owns positioning.md — the messaging file. Depends on profile.md and icp-definition.md existing first. Without those, positioning is just a rewrite of the website. With them, it's a precise, buyer-specific argument for why your product wins. ## What positioning.md captures ### 1. Value pillars (3 max) Each pillar has three layers: - The claim — one sentence, plain language, no jargon - The proof — a specific data point, customer story, or mechanism that makes the claim credible - The so-what — why this matters to your ICP buyer specifically Three pillars maximum. If the user lists five, push back: "Which three would you lead with if you had 60 seconds?" ### 2. What we don't say This is the most important section. List the phrases, claims, and positioning angles to avoid — with reasons: - Phrase: [the thing people say] - Why not: [the real reason to avoid it] - Say instead: [the sharper alternative] Common culprits: "AI-powered", "end-to-end", "best-in-class", "saves time", "easy to use." ### 3. Objection frameworks For each of the top 3–5 objections your reps hear: - Objection: [verbatim or close] - What's really being said: [the underlying concern] - The move: [reframe, redirect, or address directly] - What not to say: [the response that makes it worse] ### 4. Competitive positioning (brief) For each major competitor: - Where you win and why (be specific — "we win when X is true") - Where you lose and why (be honest) - The one thing you never do in a competitive situation ### 5. Category positioning - What category do you compete in? - Are you trying to redefine the category, or win within it? - What's the category narrative — why the world changed and why your product is the right answer now? ## Anti-patterns to flag - More than 3 value pillars — it's a feature list, not positioning. - No "what we don't say" section — the positioning is generic by definition. - Objections without "what not to say." - Competitive positioning that's just "we're better."