9d • 🪶 The Exchange
The Positioning Stress Test [PM-08]
Most positioning looks fine on paper yet falls apart the moment it meets a real buyer. A simple stress test exposes the weak points before the market does.
Start with clarity. Can someone explain what you do in one sentence after hearing it once? If not, the category or claim is slipping.
Then check relevance. Does your message map to an active priority your audience already feels? When the message sits outside their lived concerns, attention drops.
Finally, test contrast. If you removed your name and put someone else’s brand on the message, would it still make sense? If the answer is yes, the character layer isn’t defined and the offer blends with everything around it.
A message that survives this test gains structure. It becomes easier to trust because it’s anchored, specific, and unmistakably yours.
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The Positioning Stress Test [PM-08]
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