Created by Tiyana Gori
Adapted by Joe Che
Adapted by Joe Che for the Masterminds HQ bonus workshop.
How to Stand Out in the Age of AI
Messaging and Positioning Workshop. Series of 3 parts, about 90 to 100 minutes each. This page turns Part 1 into an interactive workshop flow you can fill in, copy, and use with Claude Code as you go.
Table of Contents
Sections
Workshop Overview
The AI Era and Where You Stand
Understand exactly who you are speaking to, where they are in their journey, and why they would choose you over every other option they are actually considering. Leave with a positioning statement that passes the specificity test and a clear picture of how that positioning becomes your lead generation system.
Duration about 90 to 100 minutes | Teaching, exercises, and integrated room discussion throughout
Before You Start
Get Your Messaging Ready
Gather your current messaging and run the AI Description Test as a baseline. Takes ten minutes. Makes the opening exercise significantly more useful.
Live Guide
The AI Era and Where You Stand: Session Guide
Step-by-step guide for following along. All exercises, frameworks, and discussion prompts included. Designed as a mastermind. Discussion happens throughout, not at the end.
During the Session
Positioning Statement Builder
Build your first-draft positioning statement using the competitive alternative framework. Includes the awareness check and the lead generation connection.
What This Session Covers
Opening - The AI Description Test. Why generic AI output is a clarity problem, not an AI problem. The gap between what Claude says about your business and how you would describe it yourself is what this series closes.
Part A - The Client's Journey. Five levels of awareness and where your audience actually is. Why most content does not convert: the message does not match the moment. How knowing your client's awareness level makes their behaviour predictable and your lead generation repeatable.
Part B - Where You Sit in the Market. Positioning using the competitive alternative framework. The Visible Market versus the Mental Market. Why the real competition is almost never another provider. The Ferrari principle: how deliberate positioning shapes pricing, access, and the sales conversation.
Integrated Discussion. Discussion happens throughout, after each exercise and at key turning points. Not saved for the end.
Close - The Chain Forward. Your positioning statement, refined using the specificity test. How that positioning becomes the foundation for Part 2 and Part 3.
What You'll Learn
- •A written positioning statement built using the competitive alternative framework
- •Clarity on which awareness level your dream client is at and what that means for your content
- •An understanding of how clear positioning becomes a repeatable lead generation system
- •The specificity test as a permanent filter for everything you write about your business
Session Structure At A Glance
Opening: The AI Era
~20 min- •Step 1 - AI Description Test
- •Step 2 - Three Shifts and Two Markets
- •Discussion - 3 min
- •Step 3 - The Full Through-Line
Part A: The Client's Journey
~25 min- •Step 4 - Five Levels of Awareness
- •Step 4B - Client Behaviour Is Predictable
- •Step 5 - Exercise: The Client's Moment
- •Discussion - 8 min
Part B: Where You Sit in the Market
~40 min- •Step 6 - The Positioning Foundation
- •Step 6B - Ferrari vs Toyota
- •Quick check-in - 2 min
- •Step 7 - The Common Enemy
- •Quick share - 2 min
- •Step 8 - Exercise: The Positioning Statement
- •Discussion - 10 min
- •Step 9 - Anti-Positioning
- •Step 10 - Positioning as Lead Generation System
Close
~10 min- •Refine the positioning statement
- •Bring the refined version to Part 2
- •Carry it forward into the Brand Brain
Series Through-Line
Key Frameworks Used In Part 1
- •Five Levels of Awareness - Eugene Schwartz: Unaware / Problem Aware / Solution Aware / Product Aware / Most Aware
- •Competitive Alternative Framework - April Dunford: What would they have done if they had never found you?
- •Visible Market vs Mental Market - where features are compared vs where identity decisions are made
- •The Specificity Test - Could my three nearest competitors say the same thing?
- •Anti-Positioning - naming who you do not serve as a clarifying signal, not an exclusionary one
One Output
A written positioning statement that passes the specificity test.
Before You Start
Get Your Messaging Ready
Two short tasks before the session. They take less than ten minutes total and will make the opening exercise much more meaningful.
No special tools needed. Just your current messaging and five minutes with Claude.
Gather your current messaging
At the start of the session, we run the AI Description Test on your existing materials. Have them ready before you arrive.
Gather one of the following:
- •Your website homepage headline and subheadline
- •Your LinkedIn bio or About section
- •Your main offer description from your sales page, a proposal, or a recent social post
You only need one. The goal is to have your current best attempt at describing what you do somewhere you can paste it quickly.
Edit this first
Fill this in yourself first. This is the block you keep open during the workshop.
Optional: Let Claude pull the messaging using WebFetch
If the source is on the internet, use this so Claude can do the fetching for you.
Run the AI Description Test as your baseline
Before the session, run the test once so you have a clear before picture. You will run it again at the end of the series.
Open Claude, paste in your current messaging from Step 1, then send the exact prompt below.
Exact baseline prompt
Paste your messaging first, then copy this exact prompt into Claude.
Save your baseline notes
After Claude responds, fill this in so you have a clear before-state to compare later.
Pro Tip
Heads Up
Part 1
The AI Era and Where You Stand
We are going to slow down and go deep on the two things that everything else in this series depends on: who you are actually speaking to, and why they would choose you over every other option they are actually considering. By the end of today, you will have a positioning statement, an awareness map of your ideal client, and a clear picture of how those two things connect to your lead generation.
Operator Prompt - Claude Dangerous Skip Permissions
Keep this at the top so the workshop can still run as an execution surface in Claude Code.
Opening: The AI Era
The Opening Question and AI Description Test
The facilitator opens with:
Raise your hand if you have ever asked AI to write marketing copy and the result sounded technically correct but somehow completely generic.
Then immediately: open Claude and paste in the messaging you gathered during prep.
Send the prompt below. Read the output.
The gap between that and how you would describe yourself is what this series is about.
Claude Prompt - The AI Description Test
The Three Shifts and Two Markets
The facilitator will walk through:
Three things that changed:
- Content is now infinite. Volume is no longer a competitive advantage.
- Automation is now normal. Systems stop being differentiation when everyone has them.
- Human resonance is now rare. Specific, intentional brands are the real advantage.
Two markets:
The Visible Market: features, price, specs. Someone always charges less.
The Mental Market: beliefs, identity, meaning. Where devoted clients live.
Starbucks sells sophistication, not coffee. Nike sells belief in personal greatness, not shoes. None of them lead with specs. They lead with who you become when you buy.
Write down: Which market is your current messaging operating in?
Claude Prompt - The Three Shifts and Two Markets
Fill in your answer first, then let Claude help you sharpen the explanation.
Room Discussion - 3 minutes
- •Which market is your current messaging in, and how do you know?
- •Anyone want to share what came up?
The Full Through-Line
Before moving into Part A, the facilitator will establish the thread that runs through all three sessions:
Positioning is not just messaging. Clear positioning tells you:
- •Who to speak to and where to find them
- •What they need to hear at each stage of their journey
- •When they are ready to buy
- •How to make that journey repeatable
The series chain:
Part 1 builds the positioning. Part 2 translates it into language. Part 3 turns it into a system that lives in Claude.
Write down: Where in that chain is your business currently strongest? Where is the gap?
Claude Prompt - The Full Through-Line
Part A: The Client's Journey
The Five Levels of Awareness
Your dream client is somewhere on this map right now.
Awareness Map
The goal is not to sound smart about the stages. The goal is to see the moment they are actually in when they find you.
From hidden problem to buying decision
Unaware
“This is just how business works.”
No urgency yet
Problem Aware
“Something isn't working but I don't know what.”
Feels friction
Solution Aware
“I need better positioning / systems / clarity.”
Wants a path
Product Aware
“I've seen this offer. Not sure yet.”
Comparing options
Most Aware
“I'm ready. Who do I hire?”
Ready to decide
The strategic insight: Most businesses try to sell to Level 5. Most of their audience is at Level 2 or 3. That is why content does not convert. The message does not match the moment.
The most valuable clients, the loyal long-term ones, are built at Levels 2 and 3. When you help someone understand their problem and then their options, they trust you deeply by the time they are ready to buy.
Write down: Which level is most of your audience at when they first encounter your content?
Claude Prompt - Awareness
Client Behaviour Becomes Predictable
When your positioning is clear and you know exactly which awareness level your client is at when they find you, their behaviour stops being a mystery.
You will know:
- •What content they are consuming at Level 2 and what your content should therefore say
- •What questions they are asking at Level 3 and what formats move them forward
- •What triggers the decision at Levels 4 and 5 and what proof they need
- •What objection will appear before they buy and how to address it in advance
Predictable behaviour = repeatable lead generation.
This is not a theoretical payoff. A founder who maps this accurately for their specific client can build a content plan that consistently moves the right people from first encounter to buying decision without reinventing it each month.
Write down: What does your ideal client typically do or search for just before they find you? What level is that?
Claude Prompt - Client Behaviour Becomes Predictable
Exercise: The Client's Moment
Four minutes. Write answers to these four questions.
Think of a specific real client, your best-ever client, not an imagined ideal.
Claude Prompt - Exercise: The Client's Moment
Think of a specific real client - your best-ever client, not an imagined ideal.
Pro Tip
Room Discussion - 8 minutes
- •Who wants to share what they wrote about their best-ever client?
- •Which awareness level surprised you?
- •Is most of your content speaking to the wrong stage, and what would the right-stage content look like?
Part B: Where You Sit in the Market
The Positioning Foundation
Positioning is not branding. Not design. Not visual identity.
Positioning is the role your business plays in the mind of your specific client.
It answers one question:
Why you, instead of what they would have done otherwise?
Two things to know before the main exercise:
Positioning shapes the entire business, not just marketing. It shapes product design, pricing strategy, profit margins, and distribution.
The real competition is rarely another provider. It is usually: kept doing it themselves, hired a VA, bought a course and done nothing with it, or stayed stuck.
Claude Prompt - The Competitive Alternative Framework
Ferrari vs Toyota: What Positioning Actually Does to a Business
The facilitator will use the Toyota and Ferrari contrast:
Toyota and Ferrari both make cars. Same function. Entirely different positioning.
Toyota: reliable, practical, accessible. Buyers compare features, mileage, resale value.
Ferrari: aspiration, identity, exclusivity. Buyers do not compare. They desire.
The most important detail: Ferrari deliberately limits production. They could triple revenue. They choose not to because scarcity is part of the positioning.
You do not need two hundred clients. You need twenty right ones. The pricing, the access, the qualification process, all of it can signal Ferrari-level positioning if the clarity is there underneath it.
The high-ticket positioning principle:
Nobody pays £10,000 for six modules and weekly calls.
- •Certainty the outcome will happen
- •Proximity to the person who has the answer
- •The identity of someone who invests at this level
Premium pricing is a Mental Market decision. If your positioning is in the Visible Market, your sales conversations will always be hard.
Write down: Are your sales conversations hard or easy? What market is your current offer positioned in?
Claude Prompt - Ferrari vs Toyota
Quick Check-In - 2 minutes
- •Hard or easy? And what does that tell you?
The Common Enemy
Strong positioning also names what the brand stands against.
Not just who it serves. What it opposes.
The enemy does not have to be a competitor. It can be a behaviour, an institution, or a belief that is accepted as normal but that your ideal client is already frustrated by.
Write down: What is the dominant approach in your industry that you believe is wrong or incomplete?
Claude Prompt - The Common Enemy
Quick Share - 2 minutes
- •Who knows what they stand against? Say it in one sentence.
Exercise: The Positioning Statement
Six minutes. This is the most important writing of the session.
Use this framework:
For [specific type of person]
who is currently [specific situation],
I help them [specific outcome]
by [specific method or approach]
that [real competitive alternative] cannot provide.
Write a first draft. Then apply the specificity test:
Could my three nearest competitors say the same thing?
If yes: not positioned. Make one element more specific. Then another. Keep going until the answer is no.
Note: The first version will be too broad. That is completely normal. The goal today is movement, from vague to noticeably more specific.
Claude Prompt - Exercise: The Positioning Statement
Claude Prompt - The Specificity Test
Room Discussion - 10 minutes
- •Who wants to share their positioning statement and get feedback from the room?
- •Where did the specificity test reveal vagueness you had not noticed before?
- •What would make it more specific? Which part is still a category rather than a person?
Anti-Positioning
Before we close, complete this one additional sentence:
This offer is not for [type of person]
who wants [outcome you do not deliver].
This is not exclusionary. It is clarifying. It signals that you know your client well enough to know who you cannot help. And it makes everything else more specific.
Claude Prompt - Anti-Positioning
How Positioning Becomes a Lead Generation System
The final teaching point before the close:
Clear positioning answers three questions your content strategy cannot answer without it:
- Who specifically am I trying to reach?
- Where are they before they know they need me?
- What do I say to start that relationship?
Vague positioning produces scattered content. Specific positioning produces a lead generation system.
The same principle applies to paid. When you know exactly who you serve and what they are thinking before they find you, you can find them before they find you.
For high-ticket founders: you do not need high volume. You need high relevance. Ten pieces of content that speak with surgical precision to the right person at Level 2 will outperform a hundred generic posts every time.
Claude Prompt - Positioning Becomes a Lead Generation System
Close
The Chain From Today Forward
Positioning clarity tells you:
- •WHO exactly you are speaking to
- •WHERE they are in their journey
- •WHY you, and not what they would have done instead
Part 2 takes that and builds the language: how to say it so the right person feels it.
Part 3 takes the language and builds the system: so AI works from your clarity, not the average.
Each session only works if the previous one is solid. The work you did today is the foundation.
Before Part 2
Read your positioning statement aloud to someone who knows your work. Ask them:
- •Does this sound like you?
- •Does it sound specific?
- •Would your best client recognise themselves?
Refine it once. Bring the refined version to Part 2.
What Part 2 covers: Taking your positioning statement and turning it into outcome language, how to describe what you do so the right person immediately feels the value. Visible Market versus Mental Market in practice. The So What Chain. The Hormozi Value Equation.
After the session: Save your positioning statement somewhere you can find it. You will use it in Part 2 and it becomes Section 4 of your Brand Brain in Part 3.
Part 1 Workbook
Positioning Statement Builder
Use this during the session to write and refine your first-draft positioning statement. Save it, refine it before Part 2, and bring the updated version back. It becomes Section 4 of your Brand Brain.
Disclaimer
Your first draft will be too broad. That is completely normal and expected. The goal today is not a perfect statement. It is a statement that is noticeably more specific than what you had when you walked in. You will refine it between sessions.
Before You Write: The Foundation
Answer these questions first. They are the raw material for your positioning statement.