Who This Helps
Growth marketers who are tired of running channel experiments without a clear strategy. If you've ever pitched a campaign and gotten a "prove it" response, this is for you. The Market Intelligence & Positioning course is built for practitioners like you who need to turn analysis into approved execution.
Mini Case
Meet Zaid. He's a growth marketer at a B2B SaaS company. His team spent 3 weeks analyzing competitor claims, but every time he presented a new channel idea, stakeholders asked for more proof. Zaid used the Positioning Grid mission from the Market Intelligence & Positioning course. He mapped 4 competitor claims against 3 criteria: evidence strength, audience overlap, and channel fit. One claim had 12% audience overlap but zero evidence. Another had 80% overlap but weak data. Zaid showed the grid. Stakeholders approved his top pick in 7 days. No more guesswork.
Do This Now (5 Steps)
- List your top 3 channel bets. Write down the channels you're considering for next quarter.
- Grab 3 competitor claims. Pick claims that directly relate to those channels.
- Build a simple grid. Create a table with rows for each claim and columns for evidence, audience overlap, and channel fit.
- Score each claim. Use a 1-3 scale. Be honest. If a claim has no data, mark it low.
- Present the grid. Show stakeholders the tradeoffs. Let the grid do the talking.
Avoid These Traps
- Using only your gut. Even if a channel feels right, check the data. Your grid will expose blind spots.
- Hiding weak claims. If a competitor claim has no evidence, flag it. Stakeholders respect honesty.
- Overcomplicating the grid. Three criteria is enough. More than five and you'll lose your audience.
- Forgetting the audience. Your grid must answer: "What does this mean for our ICP?"
- Skipping the win-loss cut. Use the Win-Loss Evidence Cut mission to validate your top pick.
- Presenting without a story. A grid is a tool, not a pitch. Walk stakeholders through your logic.
- Ignoring the ICP wedge. The ICP Wedge Choice mission helps you pick one segment to focus on.
- Rushing the positioning statement. The Positioning Statement Card mission turns your grid into a clear message.
Your Win by Friday
By Friday, you'll have a one-page positioning artifact that shows exactly which channel to prioritize and why. Stakeholders will see the tradeoffs. You'll get a yes instead of a "prove it." And you'll move channel metrics without guesswork. Plus, you'll finally feel like the smartest person in the room—without being a jerk about it.