Capability standard · Marketing
Positioning and Messaging
v1.0Saying plainly what a product is for and who it beats, in the customer's words.
Saying what an offer is for, who it is for and what it is better than, in the customer's own words.
Reference CAP-MKT-003
What each level asks of you
A verifier marks against these descriptors. Level 1 is free and self-directed; Levels 2 and 3 use credits and a human verifier.
L1
You can describe what an offer does and who it is for without resorting to jargon.
L2
You write the positioning and message architecture for an offer, tested against real customers.
L3
You set positioning a category has to answer, with the evidence to defend it internally.
What counts as evidence at L2
Positioning work with the customer research behind it and the messages that followed.
Evidence has to be work you did. It is attached to the request and read by the verifier — it is never published.
Role models that ask for this capability
Content Strategist
Desirable for the role
L1 LarvaMarketing Executive
Desirable for the role
L1 LarvaStandard due for review 2027-06-30. Levels are issued against the version current on the day they are earned.