Product Positioning skill
The Product Positioning skill is an org skill in the Optimizely Opal Skills Directory that builds and maintains a single, versioned source of truth for your product's category, differentiation, competitive stance, and proof points, available to every downstream marketing workflow.
It applies to everyone in your organization. An administrator installs and configures it once.
Skill details
- Shortcut – /product-positioning
- Type – Org skill
- Setup – Required
What the skill does
- Builds and maintains one versioned positioning canvas for your product, covering category, differentiation and moat, category pain and cost of inaction, and objections and trust proof points.
- Updates the canvas in place and records each change in a changelog.
- Never invents logos, certifications, or metrics. Proof points that you haven't confirmed appear as a confirmation prompt.
- Feeds the canvas to your downstream marketing skills.
Before you begin
- You must have the Manage Instructions permission to install this skill. If you do not, click Request in the Skills Directory to ask an administrator to install it.
- This skill expects the Ideal Customer Profile skill to be installed in the same organization. Without it, the canvas shows a placeholder where buyer context belongs.
- Have your answers and files ready. Opal asks for them during setup.
Information Opal asks for
Opal asks for the following during setup. You can skip optional items.
- Product, Category and Value Proposition (Required) – What you sell, the category it competes in, and your value proposition.
- Why You Win, and Who You Win Against (Required) – Your differentiation, competitive alternatives, and what pushes and pulls buyers.
- Proof You Can Actually Stand Behind (Required) – Approved proof points, one per line. Opal uses only these.
- Your Best Existing Positioning Material (Optional) – A file that outranks your typed answers wherever they conflict.
- Anything Else That Shapes the Deal (Optional) – Category pain and switching concerns. If you skip this, the pain section stays high-level.
Install the skill
- Go to Directory > Skills.
- Find Product Positioning and click Install.
- In the Setup required dialog, click Set up in chat.
- Answer Opal's questions and upload any files it asks for.
- Confirm the details when Opal asks.
For details about browsing, installing, updating, and uninstalling skills, see Skills Directory overview.
Use the skill
After setup, enter /product-positioning in Opal Chat to run the skill on demand. Opal also applies it automatically when your request matches its When to use conditions. Try prompts like the following:
- Draft our product positioning canvas.
- Update our positioning canvas with our new competitor.
- What differentiates us from point solutions?
Things to know
- The canvas can go stale when your buyer personas change. Ask Opal to regenerate it after you update the Ideal Customer Profile skill.
- Because this is an org skill, one person's answers set your differentiation narrative for everyone in your organization.
Update the skill
When Optimizely publishes a new version, Update displays on the skill's card in the Skills Directory. Opal keeps the information you provided during setup and asks only for anything the new version adds. See Update a skill.
Related skills
Note
If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See Turn generative AI off across Optimizely applicationsTurn generative AI off across Optimizely applications.