Compare 4 skills
These four form a messaging pipeline that runs from evidence to finished copy. Customer Research mines interviews, reviews, and support tickets for the exact language, pains, and jobs-to-be-done buyers use. Launch Positioning Builder and Positioning & Messaging both turn that into positioning — the first is competitor-research-driven, producing a positioning doc with a category, differentiation, and a competitive map; the second is method-driven, applying Dunford's framework and Raskin's narrative to land a one-sentence statement and pitch. Copywriting then writes the page copy that carries it.
What it does
The fundamental kind of work this skill performs. It shows whether two skills do the same job differently or completely different jobs.
What it does
The fundamental kind of work this skill performs. It shows whether two skills do the same job differently or completely different jobs.
- Copywriting
- produce
- Customer Research
- analyze
- Launch Positioning Builder
- produce
- Positioning & Messaging
- design
- Copywriting
- daily
- Customer Research
- quarterly
- Launch Positioning Builder
Which one should you pick?
Curated guidance from the ElasticFlow catalogue team.
Pick if…
you have the positioning and now need the page — this drafts the hero, value props, benefit bullets, and CTAs for a landing, home, or pricing page, structured and ready for design handoff.
Pick if…
you're guessing at what buyers actually want — this analyzes interviews, G2 reviews, and support tickets into ranked pains, jobs-to-be-done, and a voice-of-customer quote bank you can build messaging on.
Pick if…
you're positioning against named competitors before a launch — this researches their messaging and reviews, then builds a positioning doc with category, differentiation, value props, and a competitive map ready for the website and sales deck.
Pick if…
reps need three calls before the value lands — this runs Dunford's positioning exercise and Raskin's narrative to produce a one-sentence statement and pitch your whole team can quote, tested for plain human language.