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.
Podcast: Product marketing for SaaS
I sat down with the Searching4SaaS podcast to talk about the role of product marketing in early-stage startups.
Be the thing for someone, not something for everyone
What it means, and pitfalls to watch out for.
Be contentious: the importance of disqualification
Why having an opinion will ward off bad-fit customers (and why that's a good thing).
Podcast: What does it take to differentiate?
I chatted with Klue on their Competitive Intelligence podcast - here's an edited transcript for your perusal!
Going to market via a platform ecosystem
Doubling-down on a single platform and training partners led to our acquisition, but it almost didn't happen.
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.
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.