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.
Nobody cares about your feature-heavy demo video
You probably need an explainer video, a 'tell me more' video, and a walkthrough video. Here's what they need to achieve.
Telling ‘value stories’ to guide your positioning
Framing customer context and building empathy with a simple-to-use narrative framework.
Traction trouble? Here’s where to start.
Struggling with lead-gen, revenue, and perception? Here's three areas you can fix ASAP.
Applying literary narrative theory to B2B positioning
How to use traditional narrative theory to build a stronger, more resilient positioning narrative.
When should you reposition your brand?
What are the warning signs that you shouldn't – and good indicators that suggest you should – reposition your brand?