Teardown: Building business cases that actually sell
A practical example on how to build value cases that sales can actually use
The altitude problem in B2B positioning and sales narratives
Why buyers now want machinery, not manifestos... and how AI and economic pressure have changed B2B positioning
Stop selling to job titles, and start selling to situations instead
How to define your customer by their "horrible day" instead of their headcount.
The ‘Cool Product Launch’ Playbook
Make it pop, create buzz, prove your taste, and show you're locked in, cooking, and cracked.
Why top PMMs flip the pyramid
A practical breakdown of the foundations, systems, and evidence top performers use - plus the AMA questions everyone asked.
Why your launch didn’t land
Sometimes, your launch is the first honest test of your positioning where you see the gap between the internal context and the external void.
Sell the slope: How to make progress believable before it’s real.
Every go-to-market team has to figure out how to sell the future without lying about it. That’s easy to say and hard to do. The pace of…
Could Market Engineering be the future of product marketing?
Why the next wave of SaaS growth won’t come from “finding markets,” but from engineering them.
How to build a value proposition that resonates with every stakeholder
Most product launches don’t fail because of the product. They fail because nobody can explain why it matters.
AI exposes lazy product marketers
The future of PMM: AI automates the mechanics, and exposes who can actually do the craft.