# Gap taxonomy

Used in Execution Step 4. Every hole you find should be typed with one of these labels, so the fix is obvious and the marketer can group similar problems. Examples are synthetic (a fictional brand, "Northwind") and are illustrative only. Never carry them into a real audit.

| Gap type | Definition | Synthetic example |
|---|---|---|
| **Missing element** | A core messaging element (see `messaging-elements.md`) isn't stated in any asset. | Northwind's site never states who the product is for. No target audience anywhere. |
| **Undifferentiated claim** | A claim any competitor could make word for word. Table stakes dressed as a differentiator. | "Best-in-class support and cutting-edge technology," nothing a rival couldn't also say. |
| **Unsupported claim** | A strong claim with no proof point attached. | "Trusted by industry leaders" with no names, numbers, logos, or results. |
| **Internal jargon** | Language that makes sense inside the company but not to the audience. | The homepage leads with "unified telemetry orchestration" to a buyer who searches for "server monitoring." |
| **Audience mismatch** | An asset speaks to the wrong reader, or different assets assume different readers for the same job. | The pricing page addresses individual users; the sales deck for the same product addresses enterprise procurement. |
| **Outdated / orphaned messaging** | Language tied to an old product, price, positioning, or campaign that no longer applies. | Footer boilerplate still describes Northwind as "a two-person consultancy," three years and forty employees later. |
| **Overclaim / credibility risk** | A claim that's bigger than the proof can bear, which exposes the brand to skepticism or compliance risk. | "Guaranteed to double your revenue" with no basis or qualification. |
| **Buried lede** | The strongest message exists but is hidden below weaker ones. | The one genuinely differentiating capability appears in a mid-page paragraph while generic benefits own the hero. |

## Notes

- A single finding can carry two types (for example, an unsupported and undifferentiated claim). Label both.
- Deciding whether a claim is Unsupported versus legitimately proven, or Internal jargon versus the audience's actual vocabulary, is often a note under **Your Strategic Take**. You can flag the candidate, but a human who knows the market makes the final call. Say so rather than asserting it.
- An absence found while scoring in Step 3 (a cell rated Absent) becomes a **Missing element** gap here. Carry it forward, don't double-report it as a separate surprise.
