Convert research notes into a usable positioning canvas and message claim.
Turn six messy sales-call notes into a positioning canvas for an onboarding risk product. Evidence -> alternatives -> job -> differentiated value -> hierarchy. The common trap is to grab the most vivid quote and turn it into a headline before identifying the alternative or job. Extract alternatives Mark what customers use today and what they would keep using without you. Alternatives define the comparison and stop copy from floating in a vacuum. Name the job Rewrite the repeated pain as a situation, desired progress, and outcome standard. JTBD connects scattered quotes to a causal struggling moment. Map value Connect…
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