What it evaluates
The visible signals buyers and competitors can already see.
Positioning and category story
Whether the company explains what it does, why it matters now, who it is for, and how it fits into the category conversation.
Proof and differentiation
Whether the story gives buyers enough evidence to believe the claim, and whether it separates from competitors or blends into the same language.
Buyer clarity
Where the story helps a buyer understand value, risk, urgency, implementation, and the questions they should ask before trusting the claim.
Open position
The sharper narrative, proof point, or market angle a company could credibly own without pretending the category is simpler than it is.
Common uses
Useful when you need a fast outside read.
Your company
See how your current story reads against the category language and buyer expectations.
A competitor
Understand where a competitor appears strong, generic, vulnerable, or better supported by proof.
A target
Frame diligence around market story, category posture, proof, and buyer translation.
How it connects
The Audit is the paid version of the Briefs lens.
The Briefs explain what is happening across a category. The Audit asks a more pointed question: if this is where the category is going, how does one company show up inside that market?
The output is usually a short executive-ready readout: scorecard, interpretation, strengths, concerns, competitor or category observations, and recommended narrative moves.