Test your positioning to build confidence
Five ways to test new messaging to identify gaps, iterate, and ensure performance before you launch.
Creating focus through category design
What makes a good category, how do you define yours, and what good examples are there?
Inertia: the enemy of momentum
Understanding the causes of inertia, dealing with the resulting ambiguity, and framing uncertainty as learning opportunities.
Communicating GTM strategy in one slide
How to distill the things you're already doing into one, easy to understand slide - and check your strategy is aligned at the same time
Template: 19 customer questions for powerful positioning
Using customer development to deeply understand customers and extract insights for your go-to-market strategy
“Niches for riches” with ICPs
How to design a narrow Ideal Customer Profile to build velocity
Align teams with the empathy map challenge
Test your team's understanding of your customer, discover limiting assumptions, and course correct with this simple challenge.
Positioning by assumption doesn’t work
How to avoid losing traction with untested messaging.
Getting alignment on pricing objectives
A tried-and-tested way to get everyone on the same page regarding what your pricing should accomplish. Template included.
Motivate buyers with a heart and brain narrative
How to motivate stakeholders with emotional enemies and economic incentives