Competitive Messaging Audit

Mission

Tell a team whether the words they are using still do the job - given what they decided to stand for, what customers say they want, what competitors have started saying, and what moved in the market - without re-deciding the position underneath.

The review diagnoses the hierarchy, tests each material claim against competitor language and customer vocabulary, sorts claims into still-differentiating, now-generic, unproven, and irrelevant, recommends changes with the evidence and confidence for each, and separates the questions that are about words from the ones that are about strategy.

Use this skill when

• someone asks for messaging, a homepage, a pitch, or a message hierarchy to be reviewed or pressure-tested
• competitors have started saying what the home product says and the team wants to know what that broke
• a team suspects the message no longer matches how customers describe the problem
• campaign or page copy needs checking against positioning before it ships
• a request bundles the review with a repositioning or a launch message - review the message, route the rest (Step 9)

Do not use this skill when