v1.3.03 loop iterations

Agency Positioning Statement

Most agencies describe themselves with the same interchangeable language — full-service, data-driven, results-focused — and then wonder why every conversation ends with a price negotiation. The Agency Positioning Statement runs the discovery, applies the competitor-swap test, and produces a position someone would actually pick over the alternative.

What this skill does

Positioning is the strategic choice of who you serve, what you do better than the alternative, and why it matters. Most agencies skip the choice and end up with a positioning statement that could be lifted off a competitor's site. The competitor-swap test is brutal — if you can replace your agency name with someone else's and the statement still works, the positioning isn't doing anything.

The skill runs the WEDGE framework. Who specifically — not "B2B companies" but "Series A SaaS scaling from £1M to £10M ARR." Exclusive capability — not "good at SEO" but the specific combination of team background, methodology, or data that's hard to replicate. Demonstrated results — proof, not claims, with specific industries and outcomes. Gap in the market — what competitors get wrong that this agency gets right, framed around the buyer's actual frustration. Elevator pitch — built using a formula, then rewritten until it's something a human would actually say at a conference.

It refuses to accept "we do everything for everyone." That's the most important moment in the discovery, and the skill pushes back: who are your three favourite clients and what do they have in common? Positioning is sacrifice — if it doesn't exclude anyone, it doesn't position anyone. A statement that serves both startups and enterprise serves neither.

You get the full package — internal positioning statement, spoken elevator pitch, homepage headline and subheadline, three proof points that are verifiable rather than adjectival, and an objection-handling section for the "aren't you too niche?" and "but you do other things too" pushbacks that always come. Generalists get a different treatment — differentiation through HOW (methodology, team background, approach) rather than WHO or WHAT — but the competitor-swap test still applies before the work ships.

When this triggers

·Your homepage headline could be swapped with any competitor's and nobody would notice
·Every sales conversation gets stuck on price because nothing else is differentiating
·You've been telling yourself you 'do everything for everyone' and it's not converting
·You need a positioning statement, an elevator pitch, and a homepage headline that don't contradict each other
·You're niching down and need language that doesn't alienate existing clients during the transition

Example

Trigger

User: 'We're a content marketing agency. We work with SaaS, e-comm, and some professional services. Want to stand out.'

Output

Discovery first. Three of your favourite clients — what do they have in common? You said: all Series A-B SaaS, all sub-£10M ARR, all came to you after losing patience with content factories that delivered volume without conversion. Positioning statement (internal): For Series A-B SaaS companies who've outgrown content-factory output, [Agency] is the content team that starts with onboarding data, not the blog. Unlike full-service agencies, we measure on trial-to-paid conversion lift, because that's the metric your board actually asks about. Elevator pitch (something you'd say out loud): "We help Series A-B SaaS teams turn free trial users into paying customers through conversion-focused content. Most content agencies start with your blog. We start with your onboarding funnel — that's where the leak usually is." Website headline: "Content that converts trials, not just traffic." Subheadline: 2 lines on the specific buyer and the proof. Proof points: 3 verifiable claims (not adjectives). Objection responses: "aren't you too niche?" + "but you do other things too" — with answers you can actually deliver.

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What you get

127-line SKILL.md, ready to drop into ~/.claude/skills/
Tested through 3 Karpathy-loop iterations (versions v1.0.0 → v1.3.0)
Triggers automatically when relevant — no command to remember
Lifetime updates as the skill is refined further