Who This Helps
You're a growth marketer drowning in experiment ideas. Every channel looks promising. Every test feels urgent. But your metrics aren't moving. This is for you if you want to stop spinning and start winning.
Mini Case
Meet Zaid. He runs growth at a B2B SaaS company. His team had 12 experiment ideas lined up. After a Signal Landscape Scan from the Market Intelligence & Positioning course, Zaid spotted one market shift: a competitor's feature launch was losing steam. He prioritized a positioning experiment around that gap. Result? 22% lift in trial sign-ups in 7 days. No guesswork.
Do This Now (5 Steps)
- Run a Signal Landscape Scan – List three market signals (competitor moves, customer complaints, industry trends). Pick the one that changes your positioning.
- Audit competitor claims – Grab your top two competitors. Write down their biggest claims. Mark each as evidence-backed or narrative noise. This is your Competitor Claim Audit.
- Pick your ICP wedge – Choose one customer segment where your signal is strongest. Justify it with real data, not gut feel. That's your ICP Wedge Choice.
- Build a positioning grid – Compare your wedge against competitors on three criteria: relevance, credibility, and differentiation. This is your Positioning Grid.
- Run one experiment – Based on your grid, design one test that targets your wedge. Measure one metric (trial sign-ups, demo requests, or retention). Run it for 7 days.
Avoid These Traps
- Testing everything at once – You'll get noise, not signal. Pick one wedge.
- Ignoring competitor noise – If a claim sounds too good, check the evidence.
- Forgetting your ICP – Don't chase everyone. Your wedge is your win.
- Overcomplicating the grid – Three criteria are enough. More is confusion.
- Running without a deadline – 7 days. No extensions. Speed beats perfection.
Your Win by Friday
By Friday, you'll have one prioritized experiment backed by real market signals. Your team will stop debating and start executing. And your channel metrics? They'll finally move. Plus, you'll feel like a detective who cracked the case. (That's the fun part.)