It’s obvious, but… say what you mean
Answer 'so what?' before customers ask it, and get the revenue results you deserve.
Test positioning like you test software
Validate positioning and messaging - before you go to market - by thinking like a software developer.
Okay… but why?
Two bulletpoints to include at the top of every initiative to help you align teams and work towards the best outcomes.
Every product marketer needs to know about SPIN
Why PMMs should use the SPIN sales methodology in their everyday work
6 tips to craft concise, captivating, creative value propositions
Writing short value propositions can be tricky. Here are some shortcuts to help you get creative when brevity matters.
Introducing the Customer Value Positioning framework
My four-step process to build positioning that works, by understanding the value your customer desires.
Telling ‘value stories’ to guide your positioning
Framing customer context and building empathy with a simple-to-use narrative framework.
Applying literary narrative theory to B2B positioning
How to use traditional narrative theory to build a stronger, more resilient positioning narrative.
When should you reposition your brand?
What are the warning signs that you shouldn't – and good indicators that suggest you should – reposition your brand?
Examples of good positioning
The examples I give as high quality samples of positioning in action from across the tech world.