What it scores
The seven stages
Three questions on each stage of the formula. The answers come from the tests the book uses, so the honest answer is usually the less comfortable one.
Values
Whether your values are held by the team, or written for the website.
Ingredients
Whether you can name what you are world-class at, and prove it.
Audience
Whether you know who you are for, and who you are not for.
Territory
Whether your nearest competitor could make the same claim.
Proposition
Whether a buyer can tell, in a few seconds, that you are the one.
Proof
Whether your evidence is named, specific and checkable.
Deployment
Whether the proposition has changed how you run the business.