Michelin-starred restaurants have tiny menus
Lessons in clarity, focus, and refinement for B2B SaaS positioning
Product marketing is a thankless role
It may be thankless... but product marketing is also the most rewarding role in marketing too.
Analysis: 16 years of Zendesk positioning
What we can learn from Zendesk's positioning evolution over the last 16 years
Build memeable positioning
Your positioning needs to be a meme, and transmit ideas, visions, emotions, and reactions.
Two things every product marketer can do right now to grow MQLs
Help your sales and marketing teams build qualified leads with two product marketing projects you can do in just two weeks.
Your pricing page doesn’t need to show pricing
My answer to a common question. It's absolutely fine to not show pricing on your website.
Using surveys in narratives and marketing campaigns
Carrying out primary research really helps drive impact in your narrative and go-to-market. Here's how to think about it (with examples).
AMA: Alicia & James on a failed product launch (and more)
We joined the Launch Awesome community for an AMA, on everything from our failed launch to building customer empathy.
Test positioning like you test software
Validate positioning and messaging - before you go to market - by thinking like a software developer.
The product marketing puzzle
ICP and personas, positioning and narrative, and where does a GTM strategy fit? My attempt to bring the puzzle pieces together in one diagram.