RESULT OBTAINED
Decision concept
Differentiation: creating a relevant, credible and defensible gap
What must be established
A useful analysis keeps its controls visible.
- 01
Check the importance of the criterion for the chosen target.
- 02
Compare the gap with all the relevant alternatives.
- 03
Link the promise to observable capabilities and evidence.
Decision reference
Make the next choice more explicit.
DECISION SUPPORTED
Which difference changes the customer’s choice and can be proven durably?
DELIVERABLE TO KEEP
A differentiation hypothesis with expected evidence, trade-offs and imitation risk.
NEXT ELEMENT TO EXAMINE
RepositioningExplore →28 · ORIGINAL ASSET
Relevance × distinction matrix
Original chart
A difference only deserves investment if it matters to the target and creates an observable gap. The level of proof stays attached to each point.
Relevance →Distinction →
Strategic zone
TraceabilityDemonstrated
AutomationParity
ExpertiseTo strengthen
Low priceNot selected
- 01Stated
The difference is formulated.
- 02Observable
The gap is measurable.
- 03Preferred
The target changes its choice.
- 04Defensible
A mechanism slows imitation.
Teaching case · simulated data · no real-world market conclusion.
MOVE FROM ANALYSIS TO YOUR DECISION
Test the preference, credibility and defence of the positioning
MOVE FROM ANALYSIS TO YOUR DECISION
Test the preference, credibility and defence of the positioning
RETURN TO THE DECISION SYSTEM
See the canonical definition of marketing strategy→