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Positioning and claims

Positioning And
Claims System

Positioning That Holds Up,
Even Under Interrogation

You've been in enough positioning workshops to know the output rarely survives first contact with customers. Three days, twelve stakeholders, a consultant who's never sold to a lab director.

Output: a deck nobody reads and messaging that makes Legal nervous.

At Strivenn, we do it differently.

The problem with unvalidated positioning

Most life science companies have positioning. Very few have validated positioning.

Positioning is what you CLAIM differentiates you. Validated positioning is what you've PROVEN differentiates you through pressure-testing against competitive realities and customer indifference.

Scientific buyers - lab directors, research scientists, clinical diagnosticians - are trained to question any piece of information until they've satisfied their own sense of skepticism. When you present positioning that hasn't been validated, they test it themselves. They compare your claims against competitors. They look for gaps in your logic.


If your positioning doesn't hold up under this interrogation, you lose. Not because your product is inferior. Because your positioning was never pressure-tested before they tested it.
Strivenn Positioing System.jpg

How we approach positioning

We combine the proven positioning frameworks developed by Geoffrey Moore and April Dunford, applied to life science markets:
  • Who are your best-fit customers? Not 'life science labs' - the specific segment where you win 80%+ of competitive deals.
  • What alternatives do buyers actually consider? Not who you think competitors are - who buyers compare you against.
  • What can you do that alternatives cannot? Real differentiation, not 'faster and more accurate' table stakes.
  • What value does that create? Capabilities connected to outcomes buyers care about.
  • What category do you own? The mental frame buyers put you in based on your positioning signals.

Welcome to your competitive positioning lab

We build AI simulations trained on your competitive landscape. We use your internal data and combine it with external research to analyse competitor positioning,  capability gaps, and identify where you're fighting on their turf vs. owning territory.

Then we help you test hypotheses:
  • 'Are we differentiated on workflow integration, or is that table stakes?'
  • 'What competitive gaps do we own that alternatives cannot match?'
  • 'Does this positioning claim survive a head-to-head RFP?'
  • 'Are our products competing with each other or with external competitors?'
Our AI tools surface patterns and competitive intelligence.
You validate the findings. You decide what holds up under scrutiny.

Who is this for?

This is for teams who are tired of losing the comparison.

You should use this if:

  • Buyers say “these look similar” — and they’re right
  • Deals stall because the incumbent feels safer, not better
  • Sales rewrites the story on every call because the official one doesn’t survive scrutiny
  • Your positioning sounds impressive but fails the first skeptical question
  • You are competing on table stakes and calling it differentiation

 

This is not about polishing language.
It’s about deciding where you win — and where you don’t.
 
Not for:
Teams looking for a clever line or a safer way to say the same thing they already say.

What you get

  • Competitive positioning: Where you win vs. where you fight on competitor turf
  • Value theme hierarchy: What resonates vs. what's table stakes
  • Messaging frameworks: In buyer language, not vendor speak
  • Claims matrix: Defensible claims tied to proof points
  • Portfolio coherence review: For multi-product companies

Positioning that doesn’t need explaining

A positioning story is easy to write.
A positioning system is hard to break.

 

Most teams stop once the narrative sounds right.
That’s where problems start.

We take positioning past words and turn it into something that stands on its own:

Claims sales can repeat without rewriting

Proof that holds up under legal, procurement, and technical scrutiny

Messaging that stays consistent across products, regions, and channels

 

If your positioning only works when someone explains it, it isn’t positioning.
If it works without explanation, it scales.

Are you Strivenn to Succeed?

Ambition is common.
Clarity is rare.

If your positioning has never been pressure-tested against real alternatives, you are relying on confidence, not evidence.

Pressure-test your positioning before it defines you.

 

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