sar/.claude/skills/wds-1-project-brief/data/positioning-synthesize.md

Substep 4: Synthesize & Document

Task

Create positioning statement from captured components and document in product brief.

Instructions

1. Create Positioning Statement

Use the classic framework:

Format:

"For [target customer] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [alternatives], we [differentiator]."

Craft the statement:

• Use natural language (not robotic template-speak)
• Focus on clarity over cleverness
• Make it useful for stakeholders and team (not marketing copy)

2. Present to User

Show them the positioning statement:

"Based on our conversation, here's your positioning statement:

[Positioning statement]

This captures who it's for, what makes it different, and the key value. Does this feel right?"

If user wants adjustments:

• Listen to what they want to change
• Revise and re-present
• Get final confirmation

3. Document with Context

Add to product brief with supporting components:

## Positioning

**Positioning Statement:**
[Final confirmed statement]

**Components:**

- **Target Customer:** [who]
- **Their Need:** [problem/opportunity]
- **Product Category:** [type]
- **Key Benefit:** [value]
- **Alternatives:** [what people use instead]
- **Differentiator:** [what makes it unique]

**Strategic Rationale:**
[1-2 sentences explaining why this positioning makes sense - reference specific context from conversation]

4. Update Design Log

In dialog/07-positioning.md:

Document:

• Opening question used
• Key exchanges that revealed positioning components
• Reflection checkpoint (synthesis + confirmation/correction)
• Final positioning statement (with all components)
• Strategic rationale

5. Mark Progress

In dialog/progress-tracker.md:

• Mark Step 3 (Positioning) as complete
• Update last_updated timestamp

---

Example

Agent: "Based on our conversation, here's your positioning statement:

For vehicle owners in northern Öland who need reliable service for any type of vehicle (cars, motorhomes, tractors, or equipment), Källa Fordonservice is a full-spectrum certified garage that provides peace of mind with 20+ years of trusted expertise. Unlike garages that specialize or can't handle certain vehicles, we service everything from lawnmowers to tour buses as the region's only AutoExperten-certified comprehensive option.

This captures who it's for (locals + tourists), what makes it different (handles all vehicle types), and the key value (peace of mind from expertise). Does this feel right?"

User: "Perfect - that's it."

Agent: [Documents in product brief]

## Positioning

**Positioning Statement:**
For vehicle owners in northern Öland who need reliable service for any type of vehicle, Källa Fordonservice is a full-spectrum certified garage that provides peace of mind with 20+ years of trusted expertise. Unlike garages that specialize or can't handle certain vehicles, we service everything from lawnmowers to tour buses as the region's only AutoExperten-certified comprehensive option.

**Components:**

- **Target Customer:** Vehicle owners in northern Öland (year-round locals, summer tourists)
- **Their Need:** Reliable service for any vehicle type, particularly when uncertain if a garage can handle their specific vehicle
- **Product Category:** Full-spectrum certified auto service garage
- **Key Benefit:** Peace of mind from comprehensive expertise (any vehicle type)
- **Alternatives:** Specialized garages, Borgholm alternatives, calling around to find capable service
- **Differentiator:** Only comprehensive option in northern Öland, handles all vehicle types (lawnmowers→tour buses), 20+ years experience, AutoExperten certified

**Strategic Rationale:**
Northern Öland's geography creates a natural monopoly during summer season, but year-round locals are the core customer base. Positioning emphasizes breadth of capability (reducing "do you service X?" calls) and credibility (AutoExperten certification, 20+ years) to serve both stressed tourists and loyal local customers.

---

Design Log Update

Mandatory: Update dialog/07-positioning.md with:

• Full conversation flow
• Reflection checkpoint with corrections (if any)
• Final positioning statement and components
• Strategic rationale

Then: Mark Step 3 complete in dialog/progress-tracker.md

---

Next Step

Update frontmatter:

stepsCompleted: ['step-01-init.md', 'step-02-vision.md', 'step-03-positioning.md']
positioning: '[final positioning statement]'

Load, read full file, and execute: step-05-business-model.md (Business Model)