The Cosmetic Positioning Gap

The chart follows two paths for two years after new messaging, both starting at 100. The red "cosmetic" path is a small launch bump that quickly flatlines - visible output, no real pull. The green "operational" path dips first, because you start turning down work your new message says you don't do, then climbs well past the start. The turning point is the first time you refuse an off-profile referral. The market prices what it can see you do and repeat, not the tagline.