TermCoined by the studio
The Field
The firms that answer the same questions as yours, where they are found, and what each of them claims, read side by side to find the claim nobody makes.
A position is chosen against what is already said. The field is that reading: who appears for the same questions, in which languages and markets, and the claims they make, quoted as they make them. Read side by side, the claims usually crowd a few places (the oldest, the largest, the fastest, the cheapest, certified) and leave others open.
Why It Matters
Most firms describe themselves without reading the field, and land on the same few claims as everyone else. A buyer comparing five firms that all say “since 1987” or “the fastest” has no reason to choose one. The open claim is where a position can stand.
How the Studio Uses It
The field is the third part of the Position work, after the search record and the buyers’ own words. Each competitor’s claims are quoted, never paraphrased, and set beside the questions buyers ask, so the claim nobody makes is visible on one page. The position, its one sentence and its proof are then set in a session with the people who decide.
Asked About
The Field.
How many firms are read?
The ones that appear for the same questions in the same markets: usually five to ten.
Is the open claim always the right one?
Only if it is true of the firm and matters to its buyers. The field shows the space; the record and the buyers’ words decide whether to take it.