Interactive diagnostic
Why do people pay?
A four-step read of any product or offer. It returns the primary driver, the positioning to take, the first tactics to deploy, and the demand-side brakes you need to clear.
Start the diagnosticThe diagnostic
What is the buyer mainly trying to do?
Within that, which is closest?
Two optional refinements.
This tool runs the decision tree in section 20 of the framework. It is a starting hypothesis, not a measurement. Return to the full document to refine.