01Best for
Messaging, category framing, homepage and pitch tests.
Output
What landed, what was misread, the objections, and the competing frame.
Best for
Homepage copy, category positioning, pitch and narrative tests.
Grounding
Reactions come from the persona’s prior beliefs and alternatives.
Anti-pattern
No “rate 1–5” — the council reacts in its own words, then disagrees.
The loop
Show the message
A claim, a homepage, a category statement — as the council would meet it.
Capture the read
What they think it means, in their words — and where they’re wrong.
Surface objections
The doubts and competing frames the mediator pulls into the open.
Synthesize
The message that survives — and the one rewrite that fixes the misread.
02How it works
Runs through Double Diamond.
A job is the outcome you buy; underneath, the run follows a proven framework and reaches for one move at a time. Positioning runs through Double Diamond, using council, head-to-head, red-team along the way — and it won’t converge until the panel below has weighed in.
The formats
Coverage
At least 4 personas, spanning segment · buying-stage · current-alternative. The panel covers your target segment and the segments you are not for, plus at least one user of the incumbent alternative — so the positioning is tested against real competition.