Decidi for marketers
Find the claim that gets you screenshotted before it ships.
Test the message against a cynical audience, a brand guardian and a legal eye — so the campaign that goes live is the one you stood behind, not the one you hoped wouldn’t backfire.
- Have a cynical, scroll-fast audience react before the public does — the eye-roll, the "so what", the unsubscribe.
- Catch the claim that’s technically unsupported or legally risky before compliance — or the internet — does.
- Stress-test positioning against the competitor who’ll respond, not the one in your deck.
- Pressure-test the funnel logic: does the promise on the ad actually match the landing page?
- Surface the cultural or tone misread that turns a clever line into a screenshot.
- Get a hostile read on the strategy — independent models that won’t just praise your copy.
- The core message — does it land or get ignored?
- Every claim — is it supported, or a lawsuit waiting?
- Positioning against a competitor that actually fights back
- The funnel — promise-to-landing-page consistency
- Tone and cultural read — the line that ages badly
- The campaign concept under a cynical, fast audience
Say tomorrow’s campaign leads with “the fastest onboarding in the industry” — a line everyone internally loves. It came from one comparison your team ran in March, against three competitors, one of whom shipped a redesign in June.
The Data Skeptic goes first: what evidence supports “fastest”, is it current, and would it survive a competitor’s marketing team quote-tweeting it? The Corporate Lawyer reads the claim as a regulator or rival’s counsel would — comparative claims carry legal weight in most markets — and the Brand Strategist asks whether the superlative even serves the brand, or whether a specific, provable claim (“onboard in under four minutes”) sells harder than an absolute one. The End-User Advocate checks the promise against what a new customer actually experiences on day one, because the fastest way to churn is an ad the product contradicts. The verdict: which claims survive, which need evidence, and which need rewriting before money goes behind them.
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