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Get Started Free →Xac dinh dinh vi san pham / thuong hieu: positioning statement theo cong thuc Promise + Proof + Path, ma tran khac biet hoa vs doi thu, category entry points, message hierarchy va huong tagline. Dung khi nhac 'dinh vi', 'positioning', 'khac biet voi doi thu', 'tai sao khach chon minh', 'USP', 'tai dinh vi'.
.claude/skills/minhnv0807-58-positioning/SKILL.md| Test case | Without → With | Effect | Δ tokens | Δ turns |
|---|---|---|---|---|
| case-01 | ✗→✓ | ▲ Improved | 49% | 0% |
| case-02 | ✗→✓ | ▲ Improved | 25% | 0% |
| case-05 | ✗→✓ | ▲ Improved | 155% | 0% |
| case-06 | ✗→✓ | ▲ Improved | 247% | 0% |
| case-08 | ✗→✓ | ▲ Improved | 205% | 0% |
> Positioning khong phai tagline dep — la quyet dinh ro rang: minh phuc vu ai, giai quyet gi, tot hon ai. Positioning ro → content co angle, ads co hook, team biet noi gi. Positioning mo → moi thu chung chung. Goi 08-nghien-cuu-doi-thu va 09-insight-khach-hang truoc neu chua co data doi thu va insight khach.
Doc .agents/product-marketing-context.md va Brand Hub neu co. Neu thieu, hoi toi da 4 cau:
6 huong dinh vi pho bien — chon 1 huong chinh phu hop voi diem manh that:
| Chien luoc | Mo ta | Vi du huong message | |-----------|-------|---------------------| | Theo thuoc tinh | Noi bat 1 dac diem | "Khoa hoc marketing thuc chien nhat" | | Theo gia & chat luong | Premium hoac value-for-money | "Chat luong cao voi gia hop ly" | | Theo muc dich su dung | Dung trong hoan canh cu the | "Danh rieng cho SME & Startup" | | Theo nguoi dung | Nham vao 1 tep cu the | "Danh cho Marketing Manager tai SME" | | Theo phan khuc san pham | Category leader | "Nen tang dau tien tai Viet Nam ve..." | | Theo doi thu | Khac biet so voi doi thu | "Khong phai ly thuyet — la ke hoach that" |
Dinh nghia category cua minh: du hep de thang, du rong de co market.
Hai lop, dung ca hai:
Lop 1 — Statement day du (noi bo, dung cho moi brief):
Danh cho [target audience] — nhung nguoi [pain/desire cu the],
[ten thuong hieu/san pham] la [category]
giup ho [core outcome]
khac voi [doi thu hoac alternative] o cho [differentiator that su].Lop 2 — Promise + Proof + Path (dung cho content, sales, landing page):
| Thanh phan | Cau hoi | Vi du (clinic da lieu) | |-----------|---------|------------------------| | Promise (hua gi) | Cam ket gi dua tren insight khach? | "Giup ban hieu chinh xac lan da truoc khi ton tien sai cach" — khong phai "lam dep hieu qua" | | Proof (chung minh bang) | Bang chung nao cho thay hua that? | Case study anh truoc/sau that, chuyen gia co chung chi, review 5 sao, gia ro rang khong an phi | | Path (dan duong the nao) | Khach trai qua nhung buoc gi de nhan promise? | 1. Soi da mien phi → 2. Phac do ro rang → 3. Dieu tri theo phac do → 4. Ket qua sau 8 tuan |
Promise sai neu chung chung; Path sai neu khach khong hinh dung duoc buoc tiep theo.
Lay data tu 08-nghien-cuu-doi-thu, dien ma tran:
| Doi thu / Alternative | Positioning cua ho | Diem manh | Diem yeu | Minh khac gi (co proof) | |----------------------|--------------------|-----------|----------|-------------------------| | Doi thu A | | | | | | Doi thu B | | | | | | Alternative (khach tu lam / khong lam gi) | | | | |
Sau do chot 3 differentiator that su — moi cai gom Claim + Proof:
| # | Claim | Proof / Reason to believe | |---|-------|---------------------------| | 1 | | | | 2 | | | | 3 | | |
Primary differentiator: 1 cau — day la thu moi content va ads se phan anh.
Khoang trang thi truong (dieu chua ai lam tot): ghi ro de khai thac.
Category entry points = nhung tinh huong khach nho den category va bat dau tim giai phap. Dinh vi manh = duoc nho dau tien trong cac tinh huong nay.
| Tinh huong khach gap (trigger) | Khach dang nghi gi / tim gi | Minh muon duoc nho nhu the nao | Content/kenh phuc vu | |-------------------------------|------------------------------|-------------------------------|----------------------| | VD: da noi mun truoc su kien lon] | can xu ly nhanh, so bi lua] | noi minh bach, chan doan truoc] | video chan doan, search] | | VD: cuoi thang khong biet loi lo] | | | | | VD: doi thu tang gia / lam khach that vong] | | | |
Chon 2-3 entry point uu tien — map vao 5 nac thang nhu cau: chua nhan ra van de (educate — dat ten van de) → nhan ra nhung dong luc chua du (agitate) → muon giai quyet chua chon giai phap (compare — khac biet hoa) → biet ro van de & giai phap (close — offer).
| Level | Dung o dau | Noi dung | |-------|-----------|----------| | Level 1 — Core message | Headline, hook ads | Ngan nhat co the — benefit lon nhat, audience ro nhat | | Level 2 — Supporting messages | Body copy, landing page | 2A proof/social proof · 2B differentiation · 2C objection handling | | Level 3 — Proof points | Testimonial, case study | So lieu cu the, quote that cua khach, ket qua khach dat duoc |
Huong tagline: 3-5 phuong an, moi phuong an 5-8 tu, bam vao primary differentiator hoac promise. Ghi ro huong nao de test — tagline chot sau khi test message voi khach that, khong chot trong phong hop.
Ten file: positioning-[ten-san-pham]-[YYYYMMDD].md
markdown# Positioning — [Ten thuong hieu / san pham] ## 1. Positioning statement - Statement day du: "Danh cho... la... giup... khac voi... o cho..." - Promise: | Proof: | Path (cac buoc): ## 2. Target segmentation | Segment | Mo ta | Pain chinh | Desire chinh | Priority | | Primary / Secondary / Tertiary | - Nguoi minh KHONG danh cho: ## 3. Differentiation matrix | Doi thu | Positioning cua ho | Diem manh | Diem yeu | Minh khac gi | - 3 differentiators (Claim + Proof): - Primary differentiator (1 cau): - Khoang trang thi truong: ## 4. Category entry points | Tinh huong trigger | Khach nghi gi | Minh muon duoc nho the nao | Content/kenh | ## 5. Message hierarchy - Level 1 core message: - Level 2 supporting (proof / differentiation / objection): - Level 3 proof points: ## 6. Huong tagline | # | Phuong an (5-8 tu) | Bam vao differentiator nao | Ghi chu test | ## 7. Positioning map [2 truc phu hop nganh — vi tri minh vs doi thu — khoang trong] ## 8. Ke hoach ap dung | Noi ap dung | Can update gi | Owner | Deadline | | Ads / Landing page / Content pillar / Sales script / Brand Hub |
Chon 2 truc phu hop nganh (gia x chat luong cam nhan; chuyen mon x gan gui; premium x binh dan; trust x giai tri). Doc map: goc dong doi thu = vung canh tranh khoc liet; goc trong = khoang trong co the chiem — nhung phai kiem tra khoang trong do co demand that khong truoc khi nhay vao.
08-nghien-cuu-doi-thu: chay truoc — cung cap competitive landscape cho Buoc 3.09-insight-khach-hang: chay truoc — pain/desire/trigger la nguyen lieu cho Promise va entry points.31-offer-design: chay sau — offer architecture phai align voi positioning (khong dinh vi premium roi ban entry gia re tran lan).59-go-to-market: dung positioning statement lam message goc cho GTM plan.02-brief-chien-dich: core message trong brief lay tu message hierarchy Level 1.35-brand-voice: tone of voice phai phan anh dinh vi.74-copy-hai-lop: sau khi chot Promise, dung 74 de viet cau slogan / poster hai lop. 58 dung o huong tagline, khong thay 74 viet cau.| Case | Status | Duration (ms) | Turns | Tokens | Tool calls | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Without | With | Δ | Without | With | Δ | Without | With | Δ | Without | With | Δ | ||
case-19 | pass→pass | 16,425 | 15,916 | -3% | 1 | 1 | 0% | 1,696 | 5,147 | +203% | 0 | 0 | — |
case-03 | fail→fail | 45,062 | 38,577 | -14% | 1 | 1 | 0% | 6,997 | 9,003 | +29% | 0 | 0 | — |
case-01 | fail→pass | 43,029 | 42,892 | -0% | 1 | 1 | 0% | 5,979 | 8,927 | +49% | 0 | 0 | — |
case-02 | fail→pass | 52,829 | 48,307 | -9% | 1 | 1 | 0% | 7,613 | 9,551 | +25% | 0 | 0 | — |
case-04 | fail→fail | 13,820 | 11,524 | -17% | 1 | 1 | 0% | 1,365 | 4,510 | +230% | 0 | 0 | — |
case-05 | fail→pass | 20,004 | 17,744 | -11% | 1 | 1 | 0% | 2,117 | 5,398 | +155% | 0 | 0 | — |
case-06 | fail→pass | 21,903 | 40,721 | +86% | 1 | 1 | 0% | 2,357 | 8,171 | +247% | 0 | 0 | — |
case-07 | pass→pass | 19,119 | 35,465 | +85% | 1 | 1 | 0% | 2,034 | 7,244 | +256% | 0 | 0 | — |
case-08 | fail→pass | 10,780 | 20,577 | +91% | 1 | 1 | 0% | 1,720 | 5,252 | +205% | 0 | 0 | — |
case-09 | fail→fail | 13,995 | 13,585 | -3% | 1 | 1 | 0% | 1,507 | 4,988 | +231% | 0 | 0 | — |
case-10 | fail→fail | 2,725 | 14,727 | +440% | 1 | 1 | 0% | 379 | 4,070 | +974% | 0 | 0 | — |
case-11 | fail→pass | 19,623 | 16,797 | -14% | 1 | 1 | 0% | 2,244 | 5,302 | +136% | 0 | 0 | — |
case-12 | fail→fail | 17,664 | 23,867 | +35% | 1 | 1 | 0% | 1,993 | 5,600 | +181% | 0 | 0 | — |
case-18 | pass→pass | 17,897 | 20,105 | +12% | 1 | 1 | 0% | 1,823 | 5,085 | +179% | 0 | 0 | — |
case-13 | pass→pass | 21,104 | 22,286 | +6% | 1 | 1 | 0% | 1,775 | 5,179 | +192% | 0 | 0 | — |
case-14 | fail→fail | 17,083 | 17,559 | +3% | 1 | 1 | 0% | 1,866 | 4,763 | +155% | 0 | 0 | — |
case-15 | pass→pass | 13,642 | 16,538 | +21% | 1 | 1 | 0% | 1,912 | 4,616 | +141% | 0 | 0 | — |
case-16 | pass→pass | 24,487 | 24,163 | -1% | 1 | 1 | 0% | 2,989 | 5,910 | +98% | 0 | 0 | — |
case-17 | pass→fail | 19,860 | 42,541 | +114% | 1 | 1 | 0% | 2,873 | 8,232 | +187% | 0 | 0 | — |
case-20 | pass→pass | 12,099 | 16,467 | +36% | 1 | 1 | 0% | 1,232 | 4,730 | +284% | 0 | 0 | — |
case-21 | pass→pass | 18,163 | 18,635 | +3% | 1 | 1 | 0% | 2,218 | 5,148 | +132% | 0 | 0 | — |
case-22 | pass→fail | 18,650 | 31,766 | +70% | 1 | 1 | 0% | 2,399 | 6,377 | +166% | 0 | 0 | — |
case-23 | pass→pass | 18,660 | 21,671 | +16% | 1 | 1 | 0% | 2,109 | 5,322 | +152% | 0 | 0 | — |
case-24 | fail→pass | 22,767 | 16,977 | -25% | 1 | 1 | 0% | 2,883 | 5,310 | +84% | 0 | 0 | — |
DecimalAI ran this skill against gemini-3.6-flash twice over the same eval suite — once with the skill loaded and once without — and compared the two runs case by case. 24 cases were attempted. The headline lift of +21 percentage points is the difference between those two pass rates over the 24 comparable cases. 2 cases got worse with the skill loaded, and they are included in that figure.
Without the skill loaded, the model failed this case. With it loaded, the same prompt on the same model passed. This is one improved case from the latest verified run; every case, including any that regressed, is in the table above.
Other measured skills in the registry, with their headline benchmark lift.