Commoditization is the default outcome. What avoids it isn't copy. It isn't price. It's a place to stand that nobody in your category has claimed yet. That's what this sprint hunts for.
Most strategy work stays on the logic side. Your competitor does X, so you do Y. Your customer says A, so you answer B. It's correct. It's dead. Nothing people actually fall for was ever that tidy. This sprint works the other side. The one where the opposite of a good idea is often also a good idea. Where a novel can name a feeling with more precision than a framework ever will. Where the question isn't "what's true here" — it's "what's the thing nobody in this category is brave enough to say."
A read on your category that's hard to unsee. The archetype nobody's claimed. The contradiction your space is pretending isn't there.
What you're for, what you're refusing, what you'd rather say less. A place to stand that costs you something — and that someone could argue against.
Not your category's. Words, vocabulary, a narrative that makes sense out loud, lines that hold up in a sales call or a boardroom.
Takes about ten minutes. You'll need your website and the names of two or three competitors.