Zero to Launch workshops

The most-skipped session in any GTM program, and the one everything downstream depends on. Value proposition, unique selling points, positioning statement, one-liner, pitch — built in that order on screen, in real time, for a real product, including the cuts. You'll see what "done" looks like at every layer, which is most of the battle. Follow along on your own product if you want; nobody is asked to present.

CEI Gateway — 275 N Gateway Dr, Phoenix, AZ 85034. Two Wednesdays after the Workuity session. Individual event links go live closer to the date; these point at the Ship AI calendars, where every session is listed.

Format: Santos presents and builds live on screen. Bring a laptop and work along if you want to, or just watch — nobody is put on the spot, asked to share, or made to present.

Why this session exists

Most builders have never written down who the product is for or why anyone would pick it over the alternative. Run the site session first and you get beautifully built pages that say nothing. Positioning is the input, not a nice-to-have — which is why it sits immediately before the site session.

What we cover

1. 01

   Who exactly is this for?

   Narrow it until it's uncomfortable. "Developers" isn't an answer. "Solo founders shipping their first paid API" is.

2. 02

   What are they doing today instead?

   The real alternative is usually a spreadsheet, a manual process, or nothing at all — not a competitor.

3. 03

   Value proposition, not a feature list

   The difference between what it does and what they get. We take a real feature list and translate it into outcomes in the customer's language, live. Most builder copy dies here — it describes the machinery to people who only care about the result.

4. 04

   Unique selling points versus table stakes

   Half of what founders call a differentiator is something every competitor also has. We separate the two: what is genuinely only true of you, what is merely true, and what is table stakes you still have to say out loud because customers check for it.

5. 05

   What's your sharp edge?

   Of the USPs that survive, the one the alternative can't copy this quarter. That's what the positioning gets built on — not the longest list, the most defensible item.

6. 06

   Proof for each claim

   Every selling point needs something behind it: a number, a screenshot, a customer sentence, a benchmark. Claims without proof are the fastest way to lose a room, and receipts are 30% of the October score.

7. 07

   Compress it to the one-liner

   For [who] who [problem], [product] is a [category] that [outcome]. Unlike [alternative], it [edge]. Then the swap test and the stranger test, applied live to a real one until it breaks.

8. 08

   The elevator pitch

   Sixty seconds, five beats: hook, who it's for, what it does, why you plus proof, and the ask. Two versions — one for customers, one for investors.

9. 09

   Delivered out loud

   I'll give the pitch as written, then say what I'd cut on the second pass. If a listener can't repeat it back, it isn't done.

What to do afterward

Nothing is required — not to attend, and not to compete in October. But the program compounds if you run the same work on your own product. The suggested output for this session:

04-positioning/README.md — afterward, if you want it: your one-page brief plus both pitch versions, written out.

Everything is open source. The template repo and its skill files are published — take them and run the process yourself, during the program or years from now. Missed this session? It's archived in Discord, and you can pick the work up whenever.

Skill files for this session

These ship in the open-source template repo and do the mechanical half of the work, so the session can be spent on judgement instead of formatting. Free to take and run whether you make it to the room or not.

• /positioning-brief
• /pitch-doctor