Literature/202603011129 testing the positioning

• Source: [@ghanadan2025Not Buying It: The Art of Selling to Scientists, Doctors, and Other Professional Skeptics]
• Tags: #positioning #value-proposition #sales #science-business

After 202603010905 Defining positioning, it is important to test it:

Does it cut the market like a knife: it should split the market in two very well defined groups, those who are your potential customers and the rest.

• Does it tell the truth: "coloring the truth" is commercial malpractice. Commercial teams should work harder to solve the challenge rather than resort to coloring realities.
• Does it avoid hyperbole: Since positioning is an internal document, hyperbole normally points to deeper problems within the company and its offering.
• Does it retrofit the audience needs: never reverse-engineer the audience needs to fit the product attributes.
• Does it focus on a single benefit: precise benefit for a specific audience. If there are more benefits for the same audience, either pick one or work harder to distill multiple benefits into one statement.

The overarching topics are: positioning within the market, new market positioning