A storytelling framework that replaces feature-dumping with a narrative arc. It contextualizes the product by first establishing a market insight, then defining the failure of the status quo, before finally introducing the product as the only logical solution to a specific problem.

"If sales can't tell the story, they can't pitch it, if they can't pitch it, they're going to make shit up."

A five-step 'extraction' process that filters a product's capabilities through the lens of competitive alternatives to derive the true differentiated value and best-fit market category.

"I suspect that I have done more positioning than anybody on the planet... this is the only way I know how to get positioning done."

A method to overcome the 'No Decision' outcome (40% of losses) by equipping the internal Champion with a clear market taxonomy. This empowers the Champion to justify the specific choice to the economic buyer by categorizing competitors into buckets that are valid but 'not for us'.

"If you can't help the customer figure out how to justify this decision... you're not going to get the deal."