Recall the core checks that keep positioning grounded before messaging work begins.
Dunford What is the first positioning question to ask? Think comparison set. What would the buyer use if we did not exist? Competitive alternatives create the context for differentiated value. Category call Which is stronger: visionary category or buyer-owned category? Category is a buyer shortcut, not a vanity label. Objection This sounds like a dashboard. Buyer compares you to an existing analytics tool. Your line Dashboards show the signal. We help your team turn that signal into an owner, next step, and review-ready explanation. Do not say "we are not a dashboard" and then dump features. It acknowledges the alternative…
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