Kieran’s Substack - The AI Marketing Generalist · Kieran Flanagan
articleplaybookI Built an AI System That Positions Your Product
28 August 2026Growth
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About Kieran’s Substack - The AI Marketing GeneralistBecause every product is starting to sound the same, and yours doesn’t have to
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Apollo layer
What a founder can learn
Founder takeaway
As AI makes product messaging easier to produce—and easier to imitate—positioning must come from a deliberate choice about who your product is for, what distinct value it delivers, and why customers should believe you.
Why it matters
If your language could describe several competitors, more content will only amplify sameness. Clear differentiation makes acquisition more efficient and gives product, sales, and marketing teams a shared direction.
Put it to work
Write your homepage claim beside those of three competitors. Which phrases are interchangeable? Replace them with one specific customer, high-value problem, differentiated outcome, and credible reason your company can deliver it.
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