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.
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…
How to always win, even from deals you lost
Three steps to implement a tight and structured win/loss analysis program that generates usable sales, product, marketing, and strategy insights.
From failed product launch to $2m ARR
What I learnt about best practices, iteration, and listening to customers as we turned a failed launch into growth momentum.
Test your positioning to build confidence
Five ways to test new messaging to identify gaps, iterate, and ensure performance before you launch.
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
Motivate buyers with a heart and brain narrative
How to motivate stakeholders with emotional enemies and economic incentives