Positioning and audience
Choose your position and your audience with the objections on the table.
Write the positions you are weighing as alternatives. See which customer types respond to each one, which do not and why, so you know who you are speaking to and who you are giving up.
The question you have
Which position, and for whom?
Every position gains someone and gives up someone else. You want to see that trade before you commit the brand, the budget and the team to it.
Illustrative example: A subscription app weighs two positions, “the simplest” and “the most complete”, and wants to see which customer types each one attracts and loses.
What happens, step by step
From your question to your decision.
- You and Nodi
The question and your bet
Nodi frames who you want to reach and brings what your organization knows about that audience. Your bet is recorded first.
- Klima
The market and its customer types
Klima builds the synthetic market and shows the customer types (Identity Models) in it, with their weight.
- Klima
The test
Each position is tested on that market. The credit cost shows first and nothing runs until you approve.
- Ward
The buyer’s side
Ward says what the buyer would doubt about each promise.
- Council
The argument
If the decision is big, the Council deliberates on it with an argument map, or Contest brings the case against your bet.
- You
The decision
You read who each position gains and who it gives up, and you choose. On Horizon Plus, Lex and Echo add the strategy and the marketing reading.
The Thinkers involved
Nodi
Runs the decision with you: frames the question, brings what your organization already knows and shows you what needs you.
Klima
Defines the market for your question and builds the synthetic population from the SPM. Then runs the test.
Ward
Speaks for the buyer: what they would doubt, object to and never pay for.
Lex
Horizon PlusReads the decision through strategy: where it moves you against competitors, and what you give up by choosing it.
- The positions in order, by customer type
- Which customer types respond, and which you would give up
- The doubts each promise raises
- An argument map, if you convene the Council
Customer types are statistical descriptions of a market, not lists of people you can reach. The result helps you choose whom to speak to; it does not size a campaign or replace what your real customers tell you.
Results show order and direction, never exact percentages. A person decides.
All plans
The test, Ward, Contest and the Council are on every plan. Hypothesis tests start at Horizon and are not on Horizon Light. The Board and your own data in the market come with Horizon Plus.