Open instrument · Fetch or paste
How much of your positioning is actually checkable?
Drop in your homepage URL and your competitors'. The Mirror reads each page, separates claims a buyer could verify from claims that only sound like verification, then shows you which phrases your entire category already shares.
Fetch or paste. Put a homepage or pricing-page URL in each row and hit Fetch — or Fetch all to do every row in sequence. Navigation, footers, cookie banners and scripts are stripped automatically, and the extracted copy lands in the box below each URL so you can trim anything that survived. Some sites block automated readers; when that happens the row says so, and selecting all on the page and pasting gives an identical result.
This graded your words. The brief grades their filings.
Positioning tells you what a competitor wants to be true. Their 10-Q tells you what is. The watchlist runs the same eight companies you just compared through their own filings every Monday — pricing-page diffs included, so you see the claim change the week it changes.
Or just get the weekly brief.
Ten signals, every one carrying the state of its own sourcing. Free, no card.
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How a claim gets classified
Every sentence is sorted into one of three buckets by deterministic rules, not by a model guessing. You can see which sentence produced which score, so you can disagree with any of it.
- Checkable Contains something a buyer could falsify: a figure, a percentage, a price, a date, a named customer, a version, a measurable unit, or an explicit attribution.
- Hedged Makes a claim but qualifies it out of testability — "helps you", "designed to", "can improve". The claim is real; the commitment isn't.
- Assertion A plain declarative with nothing to check and nothing to hedge behind. Not filler, not evidence. Fine as a headline, weak as a body of argument.
- Unfalsifiable Built on category adjectives with no measurable content — "leading", "seamless", "powerful", "enterprise-grade". True by assertion, worth nothing.
The overlap map is the output that matters. A phrase two or more competitors use identically is dead positioning space: it can't differentiate you, because it doesn't distinguish anyone. Phrases only you use are the actual position you own — assuming they're checkable, which is what the first column tells you.
Scope: English pages, counted and classified by fixed rules. Fetching pulls the copy a reader sees, so pages built entirely in JavaScript, sites behind a login, and sites that block automated readers come back thin — the row tells you which. Most nav and legal text is stripped; trim the box before comparing. It's an instrument, not a verdict.