Buyer personas are discovered, not created
Learnings from a failed product launch, what a buyer persona should achieve and contain, and a simple process to craft personas that actually exist.
Check out the most recent posts
The Overview #6
This week: buying car = buying SaaS, positioning AND messaging, delivering value for a niche
Good go-to-market should discriminate
Everything – from your website to your sales experience to your roadmap – should qualify ideal prospects in, and disqualify bad-fit customers…
The Overview #5
This week: Slack's positioning challenge, product marketing alignment, and a meme tweet
Your biggest competitor is not who you think it is
You probably have a good idea on how to win against your top competitor. But what alternative solutions are you competing against at the top…
The Overview #4
This week: Overcoming the status quo and emotional barriers to change, and why you should hire PMMs. ? Hey there. This is The Overview, a…
Unconventional wisdom in positioning narratives
Help prospects make sense of the world by presenting unique market insights to challenge their preconceptions, drive emotion, and galvanize…
The Overview #3
This week, looking at product feature adoption problems, how to avoid becoming a commodity, the power of focus, and five categories of true…
Using sales decks as a conversation tool
Sales decks are often just static presentations, but are most valuable when they encourage an open dialogue. See how we built a deck to…
The Overview #2
This week, a focus on early stage startup customer development, learning, and research. Hi, This is The Overview, a weekly roundup of…