PETRICHOR

Plain-language answer

Can the position survive competitor substitution and predictable pressure?

The swap test redlines transparent generic phrases and competitor interchangeability; pressure mode records a response, proof, failure condition, and owner; the quotability test scores whether a stranger can restate each claim; the common enemy audit scores whether brand and customers share a verified enemy.

Short answer

Use evidence that can survive a second reader.

  1. The generic-language dictionary is published in the method code and is directional.
  2. A competitor swap without differentiating proof produces Interchangeable.
  3. A pressure response without proof or ownership remains Exposed.
  4. A response, proof, and owner together produce Defended.
  5. A quotability claim is graded on one-problem focus, standalone clarity, a named mechanism, and jargon load.
  6. A common enemy score of 8 to 12 reads Shared Enemy, 13 to 22 Assumed Enemy, and 23 or higher Founder Grudge; lower is healthier.

Worked example

See the decision in a fictional case.

Claim
Petrichor turns contested strategic assumptions into evidence-backed decisions
Company
Petrichor
Competitor
Northstar
Buyer
CMO
Proof
Every engagement leaves a versioned decision artifact with owner, evidence status, and review date

Use Positioning SharpnessInspect the full methodTake it into the matching Petrichor work

What this answer cannot establish