ANYÉ Five Lens
CLAIM, VOICE, POSITION, EXECUTION, TRUST — the five questions every audit answers in plain language.
A 202-row spreadsheet is not a strategy. The Five Lens is the abstraction that turns the raw evidence into a five-question read so a busy operator can act without a translator.
The five lenses
| Lens | The question it answers | What it draws on |
|---|---|---|
| CLAIM | What does this entity say it sells? | Group A (product identity), parts of Group I (comparison capability) |
| VOICE | Who is the audience the entity actually reaches? | Group B (customer voice), Group J (content intelligence) |
| POSITION | Where does it sit relative to direct and substitute peers? | Group C (market demand), Group D (competitive position) |
| EXECUTION | Can it convert attention into a paying customer? | Group F (digital infrastructure), Group G (conversion capability), Group H (visibility) |
| TRUST | Will the audience believe it? | Group E (entity reputation), Group J authority signals |
Every audit produces a per-entity Five Lens score and a peer chart that overlays the client against three to five peers. The chart is the artifact most clients pin on the wall.
Why these five, not Porter’s three or McKinsey’s seven
We tested both. Porter (Cost, Differentiation, Niche) is too coarse for a marketing-budget conversation — every clinic in Jakarta thinks it is a Differentiator, and the framework cannot contradict them. McKinsey’s seven-S is too operational — the questions belong inside the company, not on a competitive map. Five Lens is the lowest resolution that still answers a marketing-investment question and the highest resolution that fits on one page.
How the lenses interact
The lenses are not independent. Common patterns:
- High CLAIM, low VOICE. The entity knows what it wants to be but the audience has not heard the message. Action: distribution, not strategy.
- High EXECUTION, weak POSITION. The site converts but the entity is fighting in the wrong category. Action: niche down before scaling traffic.
- Strong TRUST, weak CLAIM. The reputation exists but the offer is muddled. Action: tighten the deliverables page before any new ad spend.
- All five soft. Compliance debt — the entity needs basic hygiene before any strategic intervention earns its keep.
The Investment Priority Matrix reads these patterns and writes the budget allocation.
What a Five Lens looks like
A radial chart overlaying client + peers, plus a one-paragraph read per lens. The chart is rendered in matplotlib polar projection so the same code produces the figure for every audit; no eyeballing pixels. The radial axes are scaled identically across the peer set so an entity scoring 75 against weak peers does not falsely appear stronger than an entity scoring 60 against strong peers.
What it deliberately does not measure
Five Lens does not score brand love, founder charisma, or “vibe.” Those things matter, but they are not auditable from public evidence. Where they show up indirectly (e.g. consistent positive UGC under VOICE), the audit reports them. Where they cannot be evidenced, the audit stays silent rather than guess.
Where it sits
CLAIM, VOICE, POSITION, EXECUTION, TRUST sit between the Rating Engine (which produces numbers) and the executive summary (which produces a recommendation). The lens is the layer that turns numbers into a question pattern a non-analyst can read.
Related
- Process Map v6 — the evidence base every lens reads from.
- Rating Engine — produces the per-lens numerical score.
- Investment Priority Matrix — turns the lens patterns into budget allocation.