Every B2B repositioning is six moves — not one. Category, ICP, enemy, proof set, visual register, boilerplate. Each hotspot covers what changes, why teams make the move, and what the move signals to the market.
The illustration above is an abstract representation of the six dimensions of a repositioning. It does not depict any specific company’s move.
When a competitor reposts their homepage, map the change against the six dimensions. Most repositions are partial — a new category claim with the old proof set, or a new ICP with the old enemy. The gaps are your read on whether the move will stick.
Repositions fail when teams change the hero and forget the other five layers. Use the six as a checklist: what's shifting in each column, who owns it, and when it ships. A reposition is done when all six are in sync.
Explaining a reposition to a board of directors is easier when the change is broken into six concrete moves, each with a reason. The picture answers the question exec teams always ask: 'what are we actually changing, and why?'
The Positioning Audit reads your live site and scores how clearly the new story is landing — where the hero has shifted but the proof set hasn’t, where the visual register is still speaking to the old buyer, where the boilerplate contradicts the H1.
Frameworks, teardowns, and explainers — all interactive, all evergreen.
See all Visual Frameworks →Twelve questions → the one area of the practice most worth investing in this quarter.
Six questions → a recommended differentiation type, with the trade-offs.
Fill in audience, category, differentiator, proof, and emotional response in one page.
What changed in your market, your product, and your messaging this quarter?
Most strategy teams operate on a handful of the nine capabilities a modern positioning practice requires. The framework names each capability, the maturity signal for each, and the specific sequence in which a scaling company should build them.
A repeatable audit for how clearly your positioning lands — the eight lenses, the scoring rubric, and the reason most internal audits confirm what leadership already wanted to hear.
Positioning advice that works at seed will break at Series B, and what works at Series B will fail at enterprise scale. Three audits, three sets of failure modes, and the specific stage signals that tell you which you're actually running.