diff --git a/__tests__/lib/build/artifact-prompts-positioning.test.ts b/__tests__/lib/build/artifact-prompts-positioning.test.ts
new file mode 100644
index 00000000..8fa4ecad
--- /dev/null
+++ b/__tests__/lib/build/artifact-prompts-positioning.test.ts
@@ -0,0 +1,32 @@
+import { describe, it, expect } from 'vitest'
+import { ARTIFACT_PROMPTS } from '@/lib/build/artifact-prompts'
+
+// Note on scope: the JSON field name stays `unlike` (components/build/artifacts/
+// company-artifacts.tsx:66,74 renders it as a real "Unlike the alternatives"
+// section — renaming it would be a UI change out of this task's scope). What
+// must change is the INSTRUCTION TEXT: the model should no longer be told to
+// produce combative "unlike the alternatives" contrasts against named
+// competitors — this test pins that softer framing, not the literal absence
+// of the schema key's name.
+describe('positioning prompt — no forced "unlike the alternatives" framing (#BLD-09)', () => {
+  it('the real prompt-building function does not instruct the model to contrast against "the alternatives"', () => {
+    const prompt = ARTIFACT_PROMPTS.positioning.user({
+      idea: 'a scheduling app',
+      track: 'company',
+      companyName: 'Acme',
+      prior: {},
+    })
+    expect(prompt.toLowerCase()).not.toContain('unlike the alternatives')
+    expect(prompt.toLowerCase()).not.toContain('contrasts')
+  })
+
+  it('instructs positive differentiators instead', () => {
+    const prompt = ARTIFACT_PROMPTS.positioning.user({
+      idea: 'a scheduling app',
+      track: 'company',
+      companyName: 'Acme',
+      prior: {},
+    })
+    expect(prompt.toLowerCase()).toContain('differentiators')
+  })
+})
diff --git a/lib/build/artifact-prompts.ts b/lib/build/artifact-prompts.ts
index 6d7c847d..244f1eac 100644
--- a/lib/build/artifact-prompts.ts
+++ b/lib/build/artifact-prompts.ts
@@ -98,7 +98,9 @@ export const ARTIFACT_PROMPTS: Record<string, ArtifactSpec> = {
     user: (ctx) =>
       ctxPreamble(ctx) +
       'Write POSITIONING. JSON: statement (a sharp "for X, this is the Y that Z" positioning line), ' +
-      'unlike (array of 3 "unlike the alternatives" contrasts). Schema: {"statement","unlike":[...]}',
+      'unlike (array of up to 3 things that make this company distinct, phrased as positive ' +
+      'differentiators rather than named against specific competitors). ' +
+      'Schema: {"statement","unlike":[...]}',
   },
   landing: {
     system: BASE_SYSTEM,