Positioning & Messaging Frameworks

In crowded markets, products don’t compete only on features — they compete on perception. Positioning and messaging frameworks give product teams a structured way to define how their product stands out and how to communicate that value consistently to customers. This module explores the foundations of positioning, the mechanics of building a messaging framework, the use of the “messaging house,” and the critical distinction between positioning (internal strategy) and messaging (external communication). By the end, you’ll understand how to craft frameworks that align internal stakeholders, resonate with target audiences, and evolve as markets change.