Idea Validation Ladder

Make sure to use this skill whenever a product doesn't fit neatly into known categories, analysts and customers struggle to classify the product, debating whether to create a new category or position in an existing one, evaluating the cost of market education for a new category, or deciding between subcategory and full category creation — even if the request is about 'positioning' or 'go-to-market' rather than explicitly about category creation.

Make sure to use this skill whenever positioning is vague or the team gives different answers to 'what do we do', a product is being repositioned for a new market, competitive pressure requires clarifying differentiation, designing the 'only we...' statement, or preparing messaging for a website or pitch deck — even if the request is about 'messaging' or 'competitive positioning' rather than explicitly about positioning.

Make sure to use this skill whenever preparing for a sales presentation or demo, the current pitch leads with features instead of customer problems, win rates are low and pitch structure is suspected, training a sales team on consultative selling, or rebuilding a pitch after a competitive loss — even if the request is about 'sales' or 'presentations' rather than explicitly about pitch structure.