Who This Helps
You're a growth marketer who's tired of presenting channel data and getting a shrug. You know the numbers are solid. But stakeholders want a story, not a spreadsheet. This is for anyone who needs to move from analysis to approved execution without the back-and-forth.
Mini Case
Meet Zaid. He's a growth marketer at a mid-size SaaS company. He noticed a 12% drop in organic traffic from one competitor's new feature launch. His first instinct was to panic and propose a big content push. Instead, he used the Market Intelligence & Positioning course to build a Positioning Grid with comparable criteria and tradeoffs. He showed his VP that the competitor's claim was narrative noise, not evidence-backed. Result? His VP approved a targeted 3-step content adjustment in one meeting. No more guesswork.
Do This Now (5 Steps)
- Grab your last channel report. Pick one metric that moved (up or down) by at least 10%.
- List the top 3 competitor claims related to that metric. Write them down.
- Classify each claim as evidence-backed or narrative noise. Be honest.
- Build a simple grid. Rows = your channel options. Columns = cost, effort, evidence strength. Score each.
- Present the grid to one stakeholder. Say: "Here are three options. This one has the strongest evidence and lowest risk."
Avoid These Traps
- Don't skip the evidence check. A competitor's loud claim might be pure noise. Verify before you react.
- Don't overcomplicate the grid. Three rows, three columns. That's it. More is confusion.
- Don't present without a recommendation. Stakeholders want a decision, not a data dump.
- Don't ignore your ICP wedge. The course's ICP Wedge Choice mission reminds you: pick one audience segment and justify it with evidence. That makes your grid stronger.
- Don't forget the fun part. You get to say "I told you so" when your grid works. Enjoy that moment.
Your Win by Friday
By Friday, you'll have one positioning grid that turns a channel metric into a clear, approved action. No more guesswork. No more meetings that end with "let's think about it." You'll walk into Monday with a signed-off plan and a little extra swagger.