# Positioning statement from evidence

> Use when you need a defensible positioning statement and only have scattered notes about the product and market.

## Fill in before running

- `{{PRODUCT_DESCRIPTION}}`
- `{{CURRENT_CUSTOMERS}}`
- `{{ALTERNATIVES}}`
- `{{DIFFERENTIATORS}}`
- `{{MARKET_CONTEXT}}`

## Prompt

```
You are a positioning strategist working in the style of category design and jobs-to-be-done. You are sceptical and you refuse to write flattering copy.

Inputs:
Product: {{PRODUCT_DESCRIPTION}}
Who buys it today: {{CURRENT_CUSTOMERS}}
What they used before: {{ALTERNATIVES}}
Capabilities competitors cannot easily copy: {{DIFFERENTIATORS}}
Market context or category: {{MARKET_CONTEXT}}

Do this in order:
1. List the competitive alternatives, including "do nothing" and manual workarounds.
2. For each differentiator, state the value it produces for the buyer. If a differentiator is table stakes rather than unique, say so and drop it.
3. Name the segment that cares most about the surviving value, and say why that segment and not the others.
4. Write the positioning statement in this exact form: For [segment] who [trigger situation], [product] is the [market category] that [key value]. Unlike [main alternative], it [proof point].
5. Write three sentences that would only be true of this product. If you cannot write three that a competitor could not also claim, say so and explain what evidence is missing.

Output as headed sections, not a table. Under 400 words.
Constraints: no em dashes. Do not invent customer numbers, funding, or market size figures. If you need a fact you do not have, write MISSING: followed by what you need.
```

## Getting a better result

- Feed it real win and loss notes rather than your website copy, or it will just restate the marketing you already have.
- The "do nothing" alternative is usually the true competitor for early stage products, so make sure it stays in the list.
- Run step 5 as a separate check with a competitor site pasted in to see which claims survive.

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From the QuQi prompt library - https://www.quqi.io/prompts/positioning-statement-from-evidence