All Skills

Positioning & Marketing

186 frameworks, rules, and principles from 8 practitioners — ready to drop into any AI agent.

Alex Hormozi, Alex Hormozi, Geoffrey Moore, Kim & Mauborgne, Alex Hormozi, Kim & Mauborgne, April Dunford, April Dunford, Kim & Mauborgne, and 3 more

What's in this pack

frameworks

rules

heuristics

principles

disagreements

Your AI can help you

Defining your positioning against competitors
Crafting messaging that resonates with buyers
Running go-to-market campaigns

See the difference

Generic AI gives you a checklist. Gavel gives you named experts who disagree — so you can decide who to follow.

Generic AI

"Prospects keep saying "I don't get why this is better than what I already use." How do we fix our positioning?"

Here are some things to consider:

Clarify your unique value proposition
Focus on a specific target audience
Differentiate on features, price, or service
Build a strong brand identity
Leverage customer testimonials and social proof

The right choice depends on your specific situation...

Gavel

Gavel knows your context

Founder, B2B tool in a crowded market, pre-Series A

"Prospects keep saying "I don't get why this is better than what I already use." How do we fix our positioning?"

"Stop comparing yourself to competitors. Ask: what would your best customers do if you did not exist? That is your real competitive alternative — probably spreadsheets or manual processes. Now position against that. Your differentiation is obvious when you pick the right frame of reference."

April Dunford

Obviously Awesome

"Value equals dream outcome times perceived likelihood, divided by time delay times effort. Your prospects see high effort and low likelihood. Add a guarantee that reverses their risk and remove every step between signup and result. Make the value so obvious the price feels irrelevant."

Alex Hormozi

Value Equation

Where They Disagree

Dunford says the problem is your frame of reference — you are positioning against the wrong alternative. Hormozi says the problem is your offer structure — make the value equation so lopsided that comparison becomes irrelevant.

See exactly what you get

Real items from this skill pack. Every item includes expert attribution and source material.

Framework

The Value Equation

The Value Equation Value is calculated as (Dream Outcome x Perceived Likelihood of Achievement) divided by (Time Delay x Effort and Sacrifice). Maximize the numerator and minimize the denominator to create irresistible perceived value. Steps: 1. Define the Dream Outcome: What does your customer ultimately want to achieve? 2. Increase Perceived Likelihood: Add proof, testimonials, milestones, and success indicators 3. Reduce Time Delay: Show faster paths to results, add quick wins and early victories 4. Minimize Effort and Sacrifice: Remove steps, add done-for-you elements, provide shortcuts and tools Why it works: People pay for outcomes, not activities. By increasing certainty and speed while reducing effort, you shift the purchase decision from price comparison to value comparison. Common mistakes: - Only focusing on describing the dream outcome without addressing likelihood - Ignoring time delay and letting customers assume results take forever - Adding complexity and steps instead of removing friction - Not providing proof and social validation to increase perceived likelihood

Alex Hormozi

high consensus

Rule

Start with competitive alternatives, not competitors - ask what customers would do if your soluti...

Start with competitive alternatives, not competitors - ask what customers would do if your solution didn't exist Context: When beginning any positioning exercise, the first step must be understanding real alternatives from customer perspective

April Dunford

Heuristic

If you can compare your offer to competitors, you have not differentiated enough. Keep adding val...

If you can compare your offer to competitors, you have not differentiated enough. Keep adding value until comparison becomes impossible. Context: When evaluating offer competitiveness and positioning

Alex Hormozi

Frameworks from the people who've done it

Alex Hormozi Alex Hormozi, Geoffrey Moore, Kim & Mauborgne Alex Hormozi, Kim & Mauborgne April Dunford April Dunford, Kim & Mauborgne Geoffrey Moore Kim & Mauborgne Kim & Mauborgne, April Dunford, Geoffrey Moore

Give your AI real expertise in positioning & marketing

186 expert-sourced frameworks, rules, and principles. One .md file. Drop it in and your AI cites practitioners instead of guessing.

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