nunNEO.prob3
One diagnostic. Two ways in.
prob3 reads how your company lands with the people who decide. The Brand Probe and the GTM Probe are two pathways through the same instrument, pointed at two different questions.
The difference in one line
Brand Probe: why you are not being chosen. GTM Probe: why the deal you are being chosen for still dies.
What stays the same either way
Six dimensions, scored as one composite read: Target Specificity, Positioning Clarity, Differentiation, Cultural Resonance, Linguistic Quality and Strategic Coherence. Six committee seats, with the objection each one would raise. A directional exposure range against your own reported deal value. A 30-day action plan. A compliance check on every report before it reaches you.
Side by Side
The question it answers
The underlying symptom
What the diagnostic points at
Who usually takes it
How it's delivered
Brand Probe
Does the market have a reason to choose us
Strong product, weak pull. You are not on the shortlist
The brand as the market and the committee receive it
Founders and CMOs ahead of a launch, a raise or a US entry
Report by email within the hour
GTM Probe
Where does that reason get lost
You get the meeting, then the deal goes quiet
The selling motion that carries the brand into the room
Commercial leaders carrying a number against stalling pipeline
Report by email within the hour
The sequence, if you take both
Brand first, then GTM. Brand establishes whether the market has a reason to choose you. GTM shows where that reason gets lost between the first meeting and the signature. Taken in that order the second report reads the first, which is how a positioning gap gets tied to the stage where deals die. The second pathway is the same instrument answering the other question, so nothing is repeated and nothing is rebriefed.
Both read the same room
Whichever pathway you take, the unit of measurement is the committee, not the champion. Most healthcare brands present to one seat and get reviewed by six: Legal, Regulatory and Quality, IT, Procurement, Finance and Clinical Leadership. A read that measures only the champion is measuring the part of the room that was never the problem.