build-positioninglisted

# /build-positioning — Agency Positioning Statement > **Purpose.** Build the LinkedIn agency's positioning statement — the single sentence + supporting frame that answers *for whom*, *against whom*, *with what mechanism*, *with what proof*. This is the load-bearing string the website hero, the LinkedIn bio, the retainer-proposal opening, the discovery-call frame, and every cold DM's compression all derive from. If positioning drifts, every downstream surface drifts with it. > > **Bar.** A B2B founder reading the positioning sentence in 5 seconds knows (a) whether they are the target, (b) why this agency is different from the three others they're comparing against, and (c) what specifically will be done for them. If the sentence could be lifted into another LinkedIn agency's website with two word swaps, it failed. ## When to invoke - Cycle 1 onboarding — after `/build-icp` (agency-icp) hits ≥70% and `/extract-founder-voice` hits ≥60% - New offer launch — positioning audit triggered when `product_strategy.service_tier` adds an offer (per `agents/foundations-head.md` failure-mode "positioning drift via offer drift") - Vertical pivot or segment expansion — agency moves from horizontal to vertical specialization, or adds a second vertical - Performance signal: discovery-call close rate drops below 25% AND the operator hears "I wasn't sure exactly what you do" or "you sound like the other three I talked to" on closed-lost calls - Competitor compression — a new player enters the