Positioning debt
Just like tech debt or finance, here are three different ways you can incur positioning debt.
Product marketing shortcuts don’t work
Three common shortcuts that PMMs are encouraged to take (and how to get back on track)
Test positioning like you test software
Validate positioning and messaging - before you go to market - by thinking like a software developer.
Product marketing and the Double Diamond
A handy framework to show where product marketing can add value in product development.
The importance of principles (or Okay… but how?)
"If you stand for nothing, Burr, what'll you fall for?". Can you use principles in your day-to-day 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.
Five tips for building personas that work
Don't just let your personas gather dust in the cloud. Read these tips and take your customer understanding to the next level.
60 prompts to build customer empathy
Understand your customers, explore assumptions, and discover unknown-unknowns.