Focus and confidence in product
Why (and how) to move from internal product ideas to understand and validate what your customer really want.
A customer-centric approach to positioning
I sat down with Ishara from the Spill The Marketing Beans podcast to chat all things positioning. Watch the video, or check out the transcript notes.
Why you need a jobs-to-be-done map
How to build customer empathy by understanding the process they follow to achieve job completion and success.
Sell more, faster with triggers and motivations
How to understand your customer's contexts and what drives them, and use that insight in marketing and sales.
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.
Test your positioning to build confidence
Five ways to test new messaging to identify gaps, iterate, and ensure performance before you launch.
Template: 19 customer questions for powerful positioning
Using customer development to deeply understand customers and extract insights for your go-to-market strategy
“Niches for riches” with ICPs
How to design a narrow Ideal Customer Profile to build velocity
Align teams with the empathy map challenge
Test your team's understanding of your customer, discover limiting assumptions, and course correct with this simple challenge.