79°

Win More Deals with Claude & Your Unique Positioning Playbook

Inconsistent messaging. Reps who can't articulate why you're different. An AI budget with nothing to show for it. One workshop fixes all three, AND leaves your team with the AI tools that makes them more effective.

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See the workshop in a 3-minute overview

Inconsistent Messaging

Every rep tells a slightly different story. Marketing says one thing. Sales says another. The website says a third. Buyers notice. It costs you deals you should be winning.

Feature-Led, Not Value-Led

Most companies talk about what their product does. The best companies talk about what their customers are trying to accomplish and why they are the only ones who can help them get there. Features get copied. Customer understanding is a moat.

Positioning Built by Committee

When positioning gets built by consensus, it gets smoothed into something inoffensive and forgettable. Strong positioning makes a deliberate choice about who you're for — and who you're not. Most teams never make that choice.

You're Paying for AI. You Haven't Seen It Work.

Most companies have Claude, ChatGPT, or Copilot running somewhere. Most teams are using it to write emails faster. That's not the ROI you signed up for. The tools are capable of far more — the gap is knowing how to put them to real work on a real problem. This workshop closes that gap on Day 1.

Two problems. One day. You leave with a positioning playbook your team will actually use — and a working AI system that keeps improving it.

The Positioning Playbook Workshop

A half-day working session — in-person or remote — where your leadership team builds a complete, company-specific Positioning Playbook using AI as the tool that does the heavy lifting. By the end of the session, you don't just understand what good positioning looks like. You have it. In writing. Ready to use.

The workshop runs on the PositioningHQ framework: seven structured elements that define who your ideal customer is, what they care about, and exactly why you're the right choice for them. The output is a living document — not a slide deck that gets filed away.

Here's what makes this different from every other positioning exercise: the AI does not just assist. It researches your market, your competitors, and your customers. It drafts, refines, and stores the output. Your team walks out having built a real deliverable — and having watched AI work properly on a real business problem. For most teams, that's the first time.

The PositioningHQ Skill Pack — the AI toolkit that powers the workshop — is free and open source. What you're hiring us for is facilitation, expertise, and the guarantee that you leave with something real.

Your Positioning Playbook

A complete 7-section document covering your market, your ideal customer, three value drivers, your competitive moat, your positioning statement, and the proof points that back it up. The internal source of truth your whole team works from.

Competitive Battlecards

One card per key competitor. How they position, where they're weak, how to win against them, and the questions that help buyers surface their own concerns. Ready to hand to your sales team on Day 1.

A Call Prep Tool

A personalized pre-call brief generator your reps can run before any significant deal. Pulls from your positioning playbook automatically. Produces opening hypotheses, discovery questions, proof points, and a recommended next step — matched to the stage of the deal.

A Working AI System

Your team leaves knowing how to use Claude as a professional tool — not a chatbot. The vault is set up, the skills are installed, and the system compounds over time. Every session adds to what the AI knows about your company.

Built on Seven Elements.
Centered on One Thing: Your Customer.

The Positioning Playbook Framework is structured around a central insight: your solution only makes sense inside your customer's context. Most positioning frameworks start with the product. This one ends there.

Market Overview — The "Why Now?" — The market shifts and windows of opportunity that make your solution necessary right now.
Target Customers & ICP — The demographic and characteristics of your right-fit customers — who you win with, reliably.
Value Drivers — The three outcomes your ideal customers find genuinely valuable — what they'll shift budget to achieve.
Distinct Advantages (Moat) — How you do it differently and better than anyone else for your target customers.
Competitive Intelligence — Deep, up-to-date knowledge of your competitors — how they position, where they're weak, how to win.
Positioning Your Solution — How your solution is a leader at delivering something a well-defined set of customers cares a lot about.
Proof Points — The evidence behind your claims — case studies, testimonials, analyst reports, win stories.

Framework informed by the work of April Dunford and the Jobs to Be Done tradition.

How it works

Before the Workshop (1 hour)

We do a short intake call to understand your company, your market, and your current positioning. You gather any existing sales materials — pitch decks, FAQs, case studies. We do the rest.

The Workshop (3–4 hours)

Half-day working session. Your team builds the Positioning Playbook live, with facilitation. Every section is completed before you leave. No homework, no "we'll send the outputs later."

The Follow-Up (1 hour)

Scheduled 1–2 weeks after the workshop. We review what landed, what needs refinement, and which section of the playbook your team has already started using.

1:1 Executive Session

For a single CEO, CRO, VP Sales, or VP Marketing

$3,500 CAD

3-hour working session (remote or in-person)
Complete Positioning Playbook for your company
2 competitive battlecards
Call prep tool set up and live in your Claude environment
1-hour follow-up session included

Book a Call

Executive Team Workshop

For your leadership team — up to 8 participants

$8,500 CAD

Half-day facilitated session (remote or in-person)
Complete Positioning Playbook (one shared company vault)
Battlecards for all key competitors
Call prep tool configured for every rep
Full team AI literacy — everyone leaves able to use the system
1-hour follow-up session included

Book a Workshop Call

Maven Cohort

Multi-company cohort — founders and revenue leaders

$1,200 CAD / seat

Structured cohort of 12–16 participants across companies
Pre-session content + live facilitated workshop sessions
Build your company's playbook alongside peers
Post-session community and follow-up access

Coming soon

Need follow-on support after your workshop? Additional advisory and implementation hours are available at $350/hour.

Want to run the workshop yourself?
Everything is free.

The PositioningHQ Skill Pack — the AI toolkit that powers this workshop — is open source under MIT. The workshop slides and facilitator's guide are published under Creative Commons. If you know Claude well enough to facilitate it yourself, take everything and run.

We'd love a review if it goes well.

The PositioningHQ Skill Pack (6 skills, GitHub)
Workshop Slides (28 slides, PDF)
Facilitator's Guide (full format document, PDF)

Who runs the workshop

Shahed Khalili is a product and go-to-market executive with 20 years of experience in the technology sector. He has led product and strategy, built positioning frameworks for companies ranging from early-stage startups to established SaaS businesses, and spent the last three years transforming the old ways to AI days.

PositioningHQ is a Parallel79° offering — a consulting practice focused on helping executives apply AI to revenue, governance, and operations. The methodology is built on April Dunford's positioning principles and the Jobs to Be Done framework, extended with a practical AI layer that most companies don't yet have.

parallel79.com linkedin.com/in/shahedkhalili

Frequently Asked Questions

Who is this workshop designed for?

Revenue leaders and executives at 20–200 person companies — typically CEOs, CROs, VPs of Sales, or VPs of Marketing. You don't need to know anything about AI going in. By the end you will.

Do we need any technical setup before the workshop?

Participants need a paid Claude subscription (Claude.ai) and Claude Desktop installed. We send a short pre-workshop guide (15 minutes to complete) that covers the setup. If anyone gets stuck, we handle it at the start of the session.

What if we don't have existing positioning documents?

Good. A blank slate is often easier to work with than inherited messaging that's been committee-approved into meaninglessness. The intake process captures what we need to build from scratch.

Is the skill pack really free?

Yes. MIT license. Fork it, customize it, use it commercially. The slides and facilitator guide are Creative Commons. If you want to run this workshop yourself and you know Claude well enough to do it, everything you need is available at no cost.

How many people can attend the team workshop?

Up to 8 participants for the standard team package. Larger groups (sales kickoffs, all-hands enablement sessions) can be accommodated — contact us to discuss format and pricing.

What happens after the workshop?

The playbook is yours. The skill pack is yours. You can use it, refine it, and update it as your market evolves. Follow-on advisory hours are available at $350/hour for teams that want continued support.

Can we book workshops for multiple teams or run recurring sessions?

Yes. We've worked with companies that run the workshop for different verticals, regional teams, or after a major product launch. Ask about volume pricing on the discovery call.