Positioning fails in the room where it is written and fails again on the sales call, but only the second failure is visible. If the sales team will not say the sentence out loud to a stranger, it is not positioning — it is decoration.

The test is simple. Sit in on four calls. Count how many times the new language appears unprompted. If the answer is zero, the words are wrong or the team was never convinced.

Fix it by writing the positioning with the people who have to use it, not for them.