Step 1 / 5 · 12 min
Position for a situation, not an abstract persona.Choose the switching context
- Name a narrow segment and role.
- Describe the moment they become dissatisfied with today.
Ship · Core skill lab
Switching Conversation
Write and test a promise against the real alternative, trigger, objection, and proof that make someone switch.
- Decision
- Which promise makes the target buyer correctly understand why to change now?
- Timebox
- 60 minutes + five 15-minute message tests
- Output
- Positioning evidence brief
Bring to the bench
- One narrow target segment
- A product users can compare with an alternative
- Five target users or buyers
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Field tools
Use the instrument, not a blank page.
Copy these into your interview, agent, review, or working document. They are specific to this repetition.
template
Positioning frame
Fill this from evidence before writing a headline.
FOR [specific segment] WHEN [trigger / situation] WHO CURRENTLY [alternative] AND STRUGGLE WITH [cost] [PRODUCT] CHANGES [workflow/outcome] BY [unique capability] UNLIKE [alternative] YOU CAN BELIEVE THIS BECAUSE [proof]
script
Message test script
Do not ask “Do you like it?” or explain what the copy means.
1. In your own words, what is this? 2. Who do you think it is for? 3. When would they need it? 4. What would they use instead? 5. Which claim is hardest to believe? 6. What question would you ask next? 7. What, if anything, would you do after seeing this?
Calibrate judgment
Compare the evidence, not the polish.
A promise anchored to switching
An agency handoff product is positioned against documents and kickoff meetings.
For distributed agency delivery teams, turn scattered contract, CRM, email, and call context into one source-linked handoff brief—so delivery starts in 15 minutes without trusting invented details.
Why it works: The audience, situation, alternative, changed workflow, and trust mechanism are visible in one sentence.
Category adjectives
The intelligent all-in-one collaboration platform that empowers modern teams to work smarter, faster, and better.
Why it fails: No target situation, current alternative, workflow change, unique mechanism, proof, or reason to act exists.
Review → revise → repeat
The artifact is the beginning of the rep.
Check only standards your current artifact actually meets. Then record one consequential revision before exporting it.