Research & Positioning
Audience
Founders, product marketers, and strategists writing the first believable market story.
Outcome
Research-backed positioning you can reuse in messaging, homepage copy, and sales proof.
Path
4 stages, 15 linked tools
Suggested order
Go in order if you can. Save or export anything worth keeping before the next step.
Gather signal
Plan discovery calls, draft PMF survey questions, learn from won and lost deals, and pull themes from raw notes.
Customer Interview Guide Generator
Build a screener, consent note, agenda, and question bank for discovery calls that stay grounded in recent behavior, not hypotheticals.
Survey Question & PMF Signal Generator
Draft survey sections and PMF questions that do not lead the witness. Add segmentation checks and bias warnings before you send anything.
Win/Loss Interview & Analysis Kit
Build respectful win, loss, delayed, and no-decision interview guides from your deal notes. Get survey prompts, analysis grids, and follow up copy you can actually send.
Review / Interview Theme Mapper
Paste reviews, interview notes, and support snippets and watch themes emerge. Get a quote bank, pain and desire signals, and urgency cues you can reuse.
Market Research Synthesis Brief Generator
Paste messy interview and research notes and get a tight brief: themes, evidence table, contradictions, open questions, and next step. Export CSV or Markdown when ready.
Map the market
Map competitors, category beliefs, journey moments, and the points where buyers stall.
Competitor Landscape Mapper
Group competitors you have actually met, direct rivals, indirect options, and the workaround people use today. Then add just the notes you have on features and pricing, plus where you suspect a gap. You do not need a full matrix to see room.
Category Entry Strategy Generator
You are trying to teach a market why this category should exist. Describe timing, wedge and buyer context, and get a category narrative, education messages, wedge score, risk flags and a brief you can share.
Customer Journey & Touchpoint Mapper
Lay out trigger, awareness, evaluation, purchase, onboarding, and retention. Spot where customer questions and your touchpoints do not line up.
Choose the position
Rank pains, write the positioning statement, spot gaps, and test whether the value prop lands.
ICP Pain Prioritizer
Not every pain is worth leading with. List the pains you hear, and it ranks them by urgency, revenue potential and strategic fit so you can choose the one to build messaging around.
Positioning Statement Builder
You know roughly who it is for and why it matters but the one sentence stays fuzzy. Fill in audience, category, alternative and proof, and get positioning variants with clarity notes you can test out loud.
Positioning Gap Analyzer
Compare your message directly against three competitors side by side to surface distinct whitespace angles substantiated by proof.
Value Prop Clarity Scorecard
A headline can feel clear to you and vague to a new visitor. Paste headline, subhead and CTA, get scores for clarity, differentiation and CTA strength, plus rewrite prompts that point to the fix.
Apply the story
Use the position in comparison pages, hero copy, and channel-specific messaging.
Comparison Page Builder
People compare you anyway, so you may as well make the comparison fair. Add alternative, strengths and switching notes, and get buyer fit tables, switching logic, risk flags and a Markdown outline you can publish.
Homepage Hero Builder
The hero looks simple until you write it and every word feels generic. Add audience, pain, promise, proof and CTA, and get headline, subhead and CTA variants scored for clarity you can test.
Messaging Matrix Generator
You write one good message then it frays across homepage, email and ads. Start with audience, pain, promise and proof, and get channel variants that still sound like the same story.
Related Workflows
Open one of these when this path is done but the work is not.
Brand System & Design Handoff
Turn founder beliefs into guidelines, DESIGN.md and visual tokens that survive a real handoff. We kept AI context separate so code reviewers can see what drifted.
Sales & Enterprise Enablement
Assemble proof, objection handling, demos, buyer enablement, security follow-up, and enterprise handoff. We front-load proof and objection handling since demos fall flat when procurement asks a question you already answered in a doc.
Content & SEO
Build organic content clusters, briefs, snippets, refreshes, internal links, and repurposed assets from positioning and proof. I tend to write the brief before the calendar because publishing without a cluster just creates cleanup later.