Literature/202603011129 testing the positioning

<ul> <li>Source: [[<a class="litnote tooltip" href="/literature/@ghanadan2025">@ghanadan2025<span class="tooltiptext">Not Buying It: The Art of Selling to Scientists, Doctors, and Other Professional Skeptics</span></a>]]</li> <li>Tags: <a href="/tags/positioning">#positioning</a> <a href="/tags/value-proposition">#value-proposition</a> <a href="/tags/sales">#sales</a> <a href="/tags/science-business">#science-business</a> </li> </ul> <p>After <a class="wikilink" href="/literature/202603010905_defining_positioning/">202603010905 Defining positioning</a>, it is important to test it:</p> <p><strong>Does it cut the market like a knife</strong>: it should split the market in two very well defined groups, those who are your potential customers and the rest. - <strong>Does it tell the truth</strong>: "<em>coloring the truth</em>" is commercial malpractice. Commercial teams should work harder to solve the challenge rather than resort to coloring realities. - <strong>Does it avoid hyperbole</strong>: Since positioning is an internal document, hyperbole normally points to deeper problems within the company and its offering. - <strong>Does it retrofit the audience needs</strong>: never reverse-engineer the audience needs to fit the product attributes. - <strong>Does it focus on a single benefit</strong>: 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. </p> <p>The overarching topics are: <a class="wikilink" href="/positioning_within_the_market/">positioning within the market</a>, <a class="wikilink" href="/new_market_positioning/">new market positioning</a></p>