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Free GTM Skills / Foundation / Playbook 4

Positioning and messaging

A one-liner a stranger can repeat, and a positioning document the whole company writes from: what it sells, who it is for, what it replaces, why it is better, the problem and solution in plain words, three messaging pillars, what each buying role needs to hear, the objections with answers, and the proof.

4 skillsSOP on GitHub

Why it matters

Positioning is the company strategy in one line: this customer, this problem, this solution, this difference. When it is written down, the website, the deck, the cold email, the demo and the job post all say the same thing. It is the best guess the company can make today; it goes to market and gets corrected by real conversations.

Order of operations

  1. Answer the four questions out loud with the founder, then write the one-liner and test it on three people outside the industry.
  2. Interview the founder for fifteen minutes in their own words.
  3. Write the four answers in full, the problem, the solution and the pillars.
  4. Map the message to each buying role. Write the objection answers from real calls.
  5. Collect proof and mark what is approved for public use. Draft testimonials for customers to approve with a yes or no.
  6. Read it back with the founder, line edit, date and version it.

Skills in this playbook

  • Foundation2
  • Play2
Next playbook · FoundationOffer and pricingA packaged offer the first customers can say yes to: what is included, what it costs and how that is worked out, the pilot or first step, the terms that matter, the one-sentence ask, and the proposal template every proposal starts from.

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