The Bar Test Positioning Framework
Overview
A role-play exercise to ensure positioning statements sound like human conversation rather than corporate jargon. If you can't explain what you do to a friend at a bar, you have a positioning problem.
Core principle: Positioning must be colloquial enough to say to a friend.
The Process
code
┌─────────────────────────────────────────────────────────────────┐ │ STEP 1: SET THE SCENE │ │ Imagine you're at a bar with your target persona │ ├─────────────────────────────────────────────────────────────────┤ │ STEP 2: THE TRIGGER │ │ "Hey, I just started using [Product]..." │ ├─────────────────────────────────────────────────────────────────┤ │ STEP 3: THE EXPLANATION │ │ Speak the Benefit + Category naturally │ │ Structure: What is it + Benefit + Differentiator │ ├─────────────────────────────────────────────────────────────────┤ │ STEP 4: THE VALIDATION │ │ Does the friend nod, or ask "What do you mean?" │ │ If they ask for clarification → Test FAILED │ └─────────────────────────────────────────────────────────────────┘
Examples
| ✓ Human (Pass) | ✗ Corporate (Fail) |
|---|---|
| "Turns your iPad into a cash register" | "Leverages tablet hardware for merchant transactions" |
| "Notes that write themselves" | "AI-powered documentation solution" |
| "Your company's search engine" | "Enterprise knowledge management platform" |
Banned Words
Words people don't speak aloud:
- •"Leverages" → "Uses"
- •"Empowers" → "Helps"
- •"Solution" → [the actual thing]
- •"Platform" → [be specific]
Common Mistakes
- •Trying to sound "smart" or "corporate"
- •Using words you'd never say in conversation
- •Assuming jargon makes you sound legitimate
Source: Arielle Jackson (First Round Capital) via Lenny's Podcast