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pm-positioning

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Translation

Chinese

Positioning Document (Pragmatic Framework: Planning → Positioning)

定位文档（Positioning Document，Pragmatic 框架：规划 → 定位）

Rule: Positioning focuses on the problems you solve, not features. Create a separate positioning document for every persona whose problems differ. Write problems in the persona's first-person voice. This is an internal document (an "internal press release") used to gain buy-in, brief design/engineering, and hand off to marketing to build external messaging. See the primitives in 
../pm-copilot/references/framework.md
.
规则： 定位关注的是你解决的问题，而不是功能。 为每一个问题不同的 persona 创建单独的定位文档。以 persona 的第一人称语气书写问题。这是一份内部文档（“内部新闻稿”），用于争取认同、向设计/工程团队提供简报，并移交给营销团队以构建对外信息。参见 
../pm-copilot/references/framework.md
中的基础构件。

Prepare

准备

Ideally a team of 3–6 people with market knowledge, staying objective. Start with one product and one persona/segment. If personas or market problems aren't defined yet, run 
pm-personas
and 
pm-market-problems
first (or gather them inline).
理想情况下，组建一支具备市场知识且能够保持客观的 3–6 人团队。从一个产品和 persona/细分市场开始。如果 persona 或市场问题尚未定义，先运行 
pm-personas
和 
pm-market-problems
（或直接在过程中收集）。

Interview the user for inputs (batch questions)

向用户访谈以收集输入（批量提问）

  1. Product and the one persona + market segment this doc is for.
  2. The problem — why does this persona care? What's painful today? (Be empathetic; use their words.)
  3. The ideal solution from the persona's point of view — clear and specific.
  4. Evidence the problem is real (interviews, win/loss, support tickets, surveys).
  5. What the product does — enough to map features to capabilities.
  1. 产品，以及本文档面向的一个 persona 和市场细分。
  2. 问题——这个 persona 为什么会在意？目前有什么痛点？（要有同理心；使用他们自己的说法。）
  3. 从 persona 视角出发的理想解决方案——清晰且具体。
  4. 证明问题真实存在的证据（访谈、赢单/丢单分析、支持工单、调查）。
  5. 产品的工作方式——内容应足以将功能映射到能力。

Build it in three steps (per the Pragmatic method)

按照 Pragmatic 方法，用三个步骤完成

Step 1 — Draft the first four sections of the document:
  • Problem — "There is a problem in the industry today…" (persona's first person).
  • Solution — "The ideal solution to this problem is…" (clear, specific).
  • Positioning Statement — the "billboard," ≤25 words, using the formula:
    For [persona], [product] [verb] [problem] by [verb] [primary benefit].
  • Product Description — overview, ≤50 words.
Step 2 — Problem-Oriented Capabilities (POC) worksheet. List every problem the product solves for this persona (first person) → group similar problems and condense to 3–5 problem groups → name the problem-oriented capability for each group → map product features to each capability. Table: 
Market Problems | Problem-Oriented Capabilities | Product Features
.
Step 3 — Finish the document by listing the 3–5 problem-oriented capabilities.
第 1 步——起草文档的前四个部分：
  • 问题（Problem）—— “当前行业存在一个问题……”（以 persona 的第一人称书写）。
  • 解决方案（Solution）——“这个问题的理想解决方案是……”（清晰、具体）。
  • 定位陈述（Positioning Statement）——“广告牌”文案，不超过 25 个单词，使用以下公式：
    对于 [persona]，[product] 通过 [动词] 解决 [问题]，从而 [动词] 带来 [主要收益]。
  • 产品描述（Product Description）——概述，不超过 50 个单词。
第 2 步——问题导向能力（Problem-Oriented Capabilities，POC）工作表。 列出产品为该 persona 解决的每个问题（第一人称） → 将相似问题分组并归纳为 3–5 个问题组 → 为每组命名问题导向能力（Problem-Oriented Capability） → 将产品功能映射到每项能力。表格：
市场问题 | 问题导向能力 | 产品功能
。
第 3 步——完成文档，列出这 3–5 项问题导向能力。

Artifact templates

产物模板

Positioning Document

定位文档

markdown
undefined
markdown
undefined

Positioning Document — <Product Name>

Positioning Document — <Product Name>

Product Name: <name> Persona & Market Segment: <persona> / <segment> Company: <company> · Feature / Product: <name> Author: <author> · Date created: <date> · Version: 1.0 Internal document — describes the product by the problems it solves.
Product Name: <name> Persona & Market Segment: <persona> / <segment> Company: <company> · Feature / Product: <name> Author: <author> · Date created: <date> · Version: 1.0 Internal document — describes the product by the problems it solves.

Problem

Problem

There is a problem in the industry today: <persona's first-person description of the pain, with evidence>.
There is a problem in the industry today: <persona's first-person description of the pain, with evidence>.

Solution

Solution

The ideal solution to this problem is <clear, specific solution from the persona's point of view>.
The ideal solution to this problem is <clear, specific solution from the persona's point of view>.

Positioning Statement

Positioning Statement

For <persona>, <product> <verb> <problem> by <verb> <primary benefit>.
<!-- ≤25 words -->
For <persona>, <product> <verb> <problem> by <verb> <primary benefit>.
<!-- ≤25 words -->

Product Description

Product Description

<≤50-word overview of the product.>
<≤50-word overview of the product.>

Problem-Oriented Capabilities

Problem-Oriented Capabilities

  1. <Capability> — <benefit>
  2. <Capability> — <benefit>
  3. <Capability> — <benefit>
  4. <Capability> — <benefit>
  5. <Capability> — <benefit>
  1. <Capability> — <benefit>
  2. <Capability> — <benefit>
  3. <Capability> — <benefit>
  4. <Capability> — <benefit>
  5. <Capability> — <benefit>

Evidence & open questions

Evidence & open questions

  • <evidence sources / interview counts>
  • TODO: <anything unproven, flagged as an assumption>
undefined
  • <evidence sources / interview counts>
  • TODO: <anything unproven, flagged as an assumption>
undefined

Problem-Oriented Capabilities worksheet

Problem-Oriented Capabilities 工作表

markdown
undefined
markdown
undefined

Problem-Oriented Capabilities — <Product> / <Persona>

Problem-Oriented Capabilities — <Product> / <Persona>

Market Problems (persona's first person)Problem-Oriented CapabilityProduct Features
"I can't …"<Capability><feature>, <feature>
"It takes too long to …"<Capability><feature>
undefined
Market Problems (persona's first person)Problem-Oriented CapabilityProduct Features
"I can't …"<Capability><feature>, <feature>
"It takes too long to …"<Capability><feature>
undefined

Worked reference (from Pragmatic's example)

实践参考（来自 Pragmatic 的示例）

For Robin the product manager, Product Minder reduces the frustration of managing ideas and requirements from everywhere by integrating all product information into a single system. Capabilities: Instant Requirements, Idea Store, Auto Feedback, Trace Link, Status View.
对于产品经理 Robin，Product Minder 通过将所有产品信息整合到一个系统中，减少了从各处管理创意和需求所带来的挫败感。 能力：Instant Requirements、Idea Store、Auto Feedback、Trace Link、Status View。

Deliver the artifact

交付产物

Follow 
../pm-copilot/references/artifact-output.md
: confirm inputs, ask Markdown or .docx, write the 
.md
, convert to 
.docx
on request via your environment's native document-creation capability. Deliver both the Positioning Document and the POC worksheet. Then offer the next stage: turning these problems into prioritized 
pm-requirements
.
遵循 
../pm-copilot/references/artifact-output.md
：确认输入，询问用户选择 Markdown 或 .docx，编写 
.md
，并根据要求使用当前环境的原生文档创建能力转换为 
.docx
。交付定位文档和 POC 工作表。 然后提供下一阶段：将这些问题转化为经过优先级排序的 
pm-requirements
。