DECISION SUPPORTED
Which position is distinct, credible and preferable to the status quo as well as to indirect solutions?
06 · Choose
Testing a positioning against the real alternatives
DECISION QUESTION
Which position is distinct, credible and preferable to the status quo as well as to indirect solutions?The map includes competitors, in-house solutions, spreadsheets, manual processes, consultancies, adjacent software and inaction.
Decisions supported
What the page really helps to choose.
- 01Choose the promises to demonstrate
- 02Define the comparison axes
- 03Test a differentiation area
- 04Document the evidence of credibility
ORIGINAL ASSET
Credibility gap
Measures, for each promise, the gap between its importance and the strength of its proof, then shows what must be demonstrated before communicating.
INPUTSPromisesImportanceAvailable proofStrengthening thresholdSuspension threshold
→OUTPUTSGap per promisePromise to suspendProof to strengthenCoherent credibility
Decision reference
Move from the subject to the choice that depends on it.
ASSET TO USE
Credibility gap: Measures, for each promise, the gap between its importance and the strength of its proof, then shows what must be demonstrated before communicating.
NEXT ELEMENT TO EXAMINE
Positioning mapExplore →35 · ORIGINAL ASSET
Credibility gap of the positioning
Promise–proof grid
The gap between the importance of the promise and the strength of the proof prioritises what must be demonstrated before communicating.
Download the register ↓Full traceability
Gap 1Coherent credibility
Shorter lead time
Gap 3Proof to strengthen
More robust decision
Gap 4Promise to suspend or prove
Adoption without support
Gap 4Promise to suspend or prove
Teaching case · simulated data · no real-world market conclusion.
MOVE FROM ANALYSIS TO YOUR DECISION
Test the preference, credibility and defence of the positioning
Go deeper
The next questions to address.
Move from the notion to its application, then to the decision that depends on it.
01
Positioning map
How to visualise the alternatives according to criteria that really matter to the market?
02Differentiation
Which difference changes the customer’s choice and can be proven durably?
03Value proposition
Which priority result does the offer make better than the alternatives for a precise target?
04Value curve
In which factors do the offers invest, and which differences remain visible to the buyer?
05PREFMAP preference map
Which movements in a perception space are associated with the stated preferences, and for which respondents?
06Customer value map
In the eyes of a segment’s customers, is the offer worth its price against the alternatives, and in which direction should it move?
07Repositioning
Should the offer be repositioned, towards which position and how far, given what may be lost among current customers?
08Jobs to be done
What progress is the customer trying to make in a given situation, and against which solutions does the offer really compete?
01Explicit scope
Unit, horizon and boundaries visible.
02Qualified evidence
Source, date, method and confidence.
03Sensitivity tested
Weights and assumptions that tip the result.
04Review planned
Signal, threshold and owner.
MOVE FROM ANALYSIS TO YOUR DECISION