The specificity test: would a competitor dare say it?

Here is a quick test for any piece of positioning: could your closest competitor put their name to it without anyone noticing? If yes, it is not a narrative — it is wallpaper.

Specificity feels risky because it excludes. That is exactly why it works. A claim narrow enough to be wrong is a claim memorable enough to be repeated.

The strongest leaders pick a territory they can genuinely defend, and say it so plainly that others start repeating it back.