Plain-language answer
Where has the written position drifted from current buyer and market reality?
The drift map separates claim age, customer evidence, competitor reframing, lost-deal signals, renewal signals, and internal disagreement.
Short answer
Use evidence that can survive a second reader.
- A claim over 180 days old is one drift signal.
- Customer, competitor, lost-deal, renewal, and internal signals remain separate.
- Four or more recorded signals produce Material drift; two or three produce Drift signal.
- Internal disagreement does not prove customer belief.
Worked example
See the decision in a fictional case.
- Claim
- We help growth teams sharpen positioning
- Last Review Date
- 2025-09-01
- Customer Description
- They help leadership determine what remains true
- Competitor Language
- Strategy operating systems
- Lost Deal Evidence
- Buyer wanted an ongoing review cadence
- Renewal Signal
- Clients rerun decision tools
Use Relevancy AuditInspect the full methodTake it into the matching Petrichor work
What this answer cannot establish
- Recorded signals require external validation before a positioning change.