CURRICULUM / WEEK
Positioning
Turn evidence and conviction into a position that helps people choose.
Focus
Turn evidence and conviction into a position that helps people choose.
Exercise
Write three competing positioning routes, name what each route rules out, compare them against the audience tension from week two, and test the strongest route on a homepage headline and a project decision.
Take-away
A durable positioning spine with audience, context, promise, proof to earn, and explicit trade-offs, plus a short decision filter for future briefs and creative reviews.