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.
Traction trouble? Here’s where to start.
Struggling with lead-gen, revenue, and perception? Here's three areas you can fix ASAP.
Podcast: Product marketing for SaaS
I sat down with the Searching4SaaS podcast to talk about the role of product marketing in early-stage startups.
Applying literary narrative theory to B2B positioning
How to use traditional narrative theory to build a stronger, more resilient positioning narrative.
Be contentious: the importance of disqualification
Why having an opinion will ward off bad-fit customers (and why that's a good thing).
The 5 A’s of successful feature releases
Please don't just announce new features by email. Think about how to get a bigger bang for your buck with these prompts.
Examples of good positioning
The examples I give as high quality samples of positioning in action from across the tech world.
Podcast: What does it take to differentiate?
I chatted with Klue on their Competitive Intelligence podcast - here's an edited transcript for your perusal!
Don’t overestimate your customer
Why expecting your customers to be experts will hurt your business, and how to understand their real maturity level.