Positioning: one sentence of difference

Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.

Task: Two years in and users cannot tell us from competitors.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - target user and their sharpest pain
   - competitor positioning
   - where we are genuinely better
   - evidence
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- write theirs first, then ours; no overlap allowed
- the difference must be perceivable, not a spec
- three positioning sentences for different contexts
- say which one we cannot yet prove

[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail

[Output]
Audience, hypothesis, test, allocation, failure conditions.

[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenly