Consideration

The stage where a person weighs you against the alternatives. Here is where positioning earns its keep, or does not.

Consideration is the audit stage: the person has allowed you onto a shortlist and is now comparing, on their own criteria, in their own tabs. Here the brand's claims meet the category's counterclaims, and whatever positioning was fudged earlier presents its bill.

The work that wins here is evidence arranged for a comparing mind: proof over adjectives, specifics over superlatives, honest edges over airbrush. A visible limitation, stated plainly, buys credibility that no list of strengths can. People at this stage are not looking for the loudest option; they are looking for a reason to stop searching.