Neglected positioning hurts more than you think
Don't fall down the slippery slope of careless positioning. Start measuring your confidence to avoid death by a thousand cuts.
Applying second-order thinking in go-to-market strategy
Examining consequences and implications to make better decisions - and how to prevent backlashes by bringing your teams along the journey.
7 things advertising school taught me about marketing
10 years after graduating from Europe's top-rated advertising course , I’ve reflected on the top lessons I learnt and how I apply them to my…
Don’t be a “conveyor belt” team
How to use strategy, goals, validation, and communication to avoid significant failures, and continually get better.
The shit shift
What happens when you push past your flight-or-fight response and acknowledge your achievements?
What’s your competitive differentiator?
Don't just wing it: discover why you matter to your customer and understand how your value aligns with the human need for self-actualization.
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.
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…
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…
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…