We have developed a Positioning Unlock Sprint where we learn how to best communicate a brand’s core benefit and values to the target consumer. We learn how to speak that consumer’s language both visually and verbally. We start by taking stock of where we are with the consumer, product development, and any legal considerations around product claims. We define exactly what you are and where you might fit in, and then put visual stimuli out into the real world to learn what resonates best with the consumer. At times it may require multiple rounds of stimulus-learning cycles to really narrow in on the most compelling approach. We then evaluate and synthesize what rose to the top (and what didn’t), creating recommendations for how to move forward into commercialization.