Craft strong messaging with value nuggets
Find the right hierarchy to communicate your product’s features, benefits, and values – and empower sales and marketing to drive results.
Articles
Your one-pager is probably useless
How to build sales collateral around your buyer journey to close deals faster.
Optimize sales execution with STRONGMAN
Maximize the chance of success and deliver useful insights with this useful sales framework.
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.