develop-positioninglisted

# Develop Positioning Create a clear, testable reason for a specific audience to care. Positioning is a decision about relevance and alternatives, not a collection of unsupported superlatives. ## Inputs Read `.agents/gtm-context.md`, the ICP, buyer interviews, call language, win/loss evidence, product and capability documentation, approved customer proof, competitive evidence, and current messaging. Establish the audience, decision, channel context, as-of date, and approval owner. If evidence is sparse, create a hypothesis-led message architecture and validation plan. Do not make the language sound definitive by promoting aspirations into proof. Read [the positioning methods](references/methods.md) when building claim ladders, differentiation, variants, or tests. Use [the positioning brief](assets/positioning-brief.md). ## Workflow 1. Define the target audience, buying situation, job or decision, and message use. 2. Build an evidence ledger for current-state problems, desired outcomes, buyer language, product capabilities, proof, alternatives, and constraints. 3. Identify the audience's relevant alternative set, including status quo, manual work, internal build, delay, and direct competitors where supported. 4. Choose the frame in which the product is most relevant. Keep category creation or leadership claims hypothetical unless independently supported. 5. Map differentiated capabilities to operational change and buyer outcome. Separate what the product does from what