What is “value”?
Ignore weasel words, and describe your product in a way that cuts through to the heart of someone who cares, by communicating the unique value…
Four ways to highlight the “pain of same”
Your biggest competitor is inaction. How do you light a fire underneath your stakeholders and motivate them to act now?
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.
Your one-pager is probably useless
How to build sales collateral around your buyer journey to close deals faster.
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?
Positioning by assumption doesn’t work
How to avoid losing traction with untested messaging.
Motivate buyers with a heart and brain narrative
How to motivate stakeholders with emotional enemies and economic incentives