Kor Brand Group · Consulting Instrument
Servology Strategy Builder
A structured interview that builds a complete brand alignment strategy and implementation roadmap in one session. Cutch drives — the client responds. The system generates the deliverable.
Descript exports work well. Speaker labels help Kory route responses correctly. Add one segment per recording — bathroom breaks, drink refills, whatever. They get stitched together in order.
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Phase 1 of 4 · Alignment Lens
Audience Definition
"Who do we serve?" — Define the buyer with enough precision that the message can be written for a real person with a real problem.
Question 1
Describe your single best-fit customer in one sentence — who are they?
industry, role, company size, and the context they operate in — not a demographic, a person
Client's answer
Question 2
What are they doing — or what is happening in their business — when they realize they need you?
the specific trigger event — not a generic answer; what is the actual moment?
Client's answer
Question 3
What do your very best customers have in common that your most difficult customers don't?
patterns in attitude, scale, clarity of vision, willingness to invest
Client's answer
Question 4
Walk me through the 6–12 months before a best-fit customer typically finds you.
pain context, prior attempts to solve the problem, what they tried and why it didn't work
Client's answer
Question 5
If you had to walk away from every customer type except one — who is it?
the answer they feel most certain about, the one they light up talking about
Client's answer
Phase 2 of 4 · Alignment Lens
Unmet Need Mapping
"Why do they still need to be served?" — Map the gap the current market is failing to fill for this specific buyer.
Question 6
What is the one thing your best customers say they couldn't find anywhere else before finding you?
specific — not quality or service; what exactly couldn't they find?
Client's answer
Question 7
What does the market currently offer this buyer that almost works — but doesn't quite?
what exists, what comes close, and exactly where it falls short
Client's answer
Question 8
What is the most common complaint your best customers had about their previous vendor before working with you?
specific pain points, not generic frustrations
Client's answer
Question 9
Is there a pain this buyer has that they might not be able to name — but you can see it clearly?
the insight that comes from deep industry experience
Client's answer
Question 10
Describe what total success looks like for this buyer 12 months after working with you.
outcomes not deliverables — how is their world different?
Client's answer
Phase 3 of 4 · Alignment Lens
Right to Win
"Why are we the brand to serve them?" — Define the specific alignment between what they need and what you uniquely offer.
Question 11
What do you do for this buyer that your competitors cannot or will not do?
specific capability — not we care more; what specifically changes when they work with you?
Client's answer
Question 12
What does your company believe about how this buyer should be served that the market doesn't share?
a conviction, a stand — something they would say even if it costs them deals
Client's answer
Question 13
What would your best customers say about you that their previous vendors' customers couldn't say?
testimony language — actual words customers use when they refer you
Client's answer
Question 14
What have you built that took years and cannot be quickly copied?
the moat — what is genuinely defensible
Client's answer
Question 15
If you disappeared tomorrow, what specifically would your best customers lose that they couldn't find anywhere else?
the irreplaceable value — what makes you non-optional to the right buyer
Client's answer
Synthesis · Phases 1–3
Positioning Statement
Distill the three phases into four components. Write from what the client said — not what sounds good. The client should hear themselves in this.
Buyer
Who are they and what context are they in? One sentence.
Unmet Need
What does the market fail to give them? One sentence starting with a verb.
Why You
What do you offer that aligns specifically with that need? One sentence.
Defensible Advantage
What makes this hard to copy? One sentence.
Live Positioning Statement Preview
Fill in the fields above to build the positioning statement.
Phase 4 of 4 · Roadmap
Experience Roadmap
Capture the priority gap and the specific actions that close it.
Priority Gap
Action Items
ActionOwnerTimeline
90-Day Success Metric
Phase 4 of 4 · Roadmap
Messaging Roadmap
Capture the priority gap and the specific actions that close it.
Priority Gap
Action Items
ActionOwnerTimeline
90-Day Success Metric
Phase 4 of 4 · Roadmap
Distribution Roadmap
Capture the priority gap and the specific actions that close it.
Priority Gap
Action Items
ActionOwnerTimeline
90-Day Success Metric
Phase 1 — Audience Definition
Best-fit customer (who are they?)
Trigger moment
Best vs. difficult attributes
Phase 2 — Unmet Need Mapping
What they could not find anywhere else
What market offers that almost works
Most common complaint about previous vendors
Pain they cannot name but you can see
What success looks like 12 months later
Phase 3 — Right to Win
What you do competitors cannot or will not
What you believe that market does not share
What customers say competitors cannot match
What took years and cannot be copied
Positioning Synthesis
Buyer (one sentence)
Unmet need (one sentence, verb first)
Why you
Defensible advantage
Live Positioning Statement Preview
Fill in the fields above.
Experience Roadmap
Priority gap
Action items
ActionOwnerTimeline
Messaging Roadmap
Priority gap
Action items
ActionOwnerTimeline
Distribution Roadmap
Priority gap
Action items
ActionOwnerTimeline