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

┌─────────────────────────────────────────────────────────────────┐
│  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

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