Read your positioning aloud. Would a competitor's version say the same thing?
Read your positioning aloud. Would a competitor's version say the same thing? Six stress tests expose the difference between positioning and adjectives — then point at the rewrite.
Put a competitor's name on your positioning statement. If it still works, it positions nobody.
Strong positioning is against something — an old way, a compromise, a category lie.
Name the three receipts: the facts, numbers or demos that make the claim undeniable.
What do you deliberately NOT offer, serve or chase? Positioning without sacrifice is a brochure.
Can a rep say it on a call without slides, in one breath, and be believed?
Would your best customer recognise themselves in it — and repeat it to a peer?
Six pass/fail tests: swap (could a rival claim it?), enemy (what are you against?), proof (three receipts), sacrifice (what do you refuse?), salesperson (sayable in one breath?), customer-mirror (would buyers repeat it?).
Failures are binary on purpose. 'Sort of differentiated' is how every category converges on the same paragraph.
The rewrite almost always comes from choosing an enemy and accepting a sacrifice.
Illustrative figures, not a client outcome.
Narrow positioning with proof beats broad positioning with adjectives. You can always widen later; you cannot un-bore a market.
Founder, sales head and one customer-facing person minimum. Positioning that only marketing believes is copy, not strategy.
Version 1.0 · Reviewed 2026-10 · Methodology is fixed and version-controlled; results depend on your inputs.
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