“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