The working test for a position is whether someone outside the business can repeat it accurately after one exposure. Not approximately. Accurately enough that the person they repeat it to could act on it.
Most positions fail that test while sounding fine in the room. They depend on the founder's delivery, on twenty minutes of context, or on a shared assumption the buyer does not hold. What reaches the market is a degraded copy, and the market judges the copy.
Against what, and compared to nothing
A position also has to name what it is being weighed against. Firms usually list competitors. The most common alternative in a real buying decision is doing nothing, and a position that does not account for it loses to inertia without ever meeting a rival.
The second common error is claiming a difference the buyer cannot detect before purchase. Superior judgment, deeper care and better people are all real things that a buyer has no way to verify in advance. They are reasons someone stays, not reasons they arrive.
Proof is the constraint
Once a position is stated, the question is what carries it. A claim a buyer can check themselves does work. A claim that requires trusting the claimant gets discounted, and a sceptical buyer discounts it to zero. Building the proof is usually harder than writing the position, which is why the position so often ships alone.