How the Critic scores you
Twenty different critics live in your head. Each one looks at the same eight parts of your product and grades them 1 to 4. This is the rubric — what a 4 looks like, what a 1 looks like, and the evidence you'd need to capture to defend the score.
1Generic / absent
Nothing this persona would notice.
2Present but weak
Named the thing, no specificity.
3Specific & honest
Concrete choice tied to the lens.
4Sharp & defensible
Specific + reasoned + survives one round of pushback.
the eight axes
HeadlineHero / first 5sEmpty statePrimary CTAOnboardingPayoff momentFailure / edgeShare moment
Strategy & business
the so-what, the wedge, the loop
Craft
pixels, words, performance, access
Audience
the actual humans on the other side
Edge
the people who'll find what hurts