A sales director and a product manager repeatedly disagree about what positioning means, one treating it as the tagline and the other as an internal document. Which use of the framework addresses this?

• AGap analysis, since the disagreement shows the box is not being done.
• BThe framework as a shared language, since most cross-functional disagreements about product turn out to be two people using one word for two different activities.
• COwnership mapping, since one of them should own the word.
• DNone, since terminology disputes are outside the framework's scope.