If the positioning is right and you and your stakeholders are 100% committed to it, then you will know when the idea is right. Because it will FIT. It will bring life and freshness to the positioning and will fill you with energy. Your salespeople will even be excited and the ‘accounts payable’ chap will ‘get it’.
Of course, we can test with customers, run focus groups and see what resonates. But if you are going big, and different, sometimes you just have to go for it. Put it out there and see what resonates. Ask too many people and you end up back to where you started more often than not.
The strength of a new position and a great idea comes from the alignment of your staff around a single message. If everyone is aligned and not ‘telling the story of their previous companies’ it’s incredibly powerful and shines through in everything you do, from answering the phone to running an event.