Don’t Think of an Elephant
What can B2B SaaS learn from the American Republican messaging machine?
Using statistics and proof points in product marketing
Avoid bold claims your prospects don't believe. Instead, use statistics that matter.
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.
Competing for customers
Using competitive positioning to play offense and defense in marketing and sales conversations – based on the alternative solutions our…
Finding your frame of reference
Are you selling a diet muffin, or a paleo energy snack? Look to the frame of reference approach to find the perfect way to define your product.
B2B SaaS and the California Roll
Why evolution is better than revolution in B2B SaaS narratives.
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.
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…
Unconventional wisdom in positioning narratives
Help prospects make sense of the world by presenting unique market insights to challenge their preconceptions, drive emotion, and galvanize…
Teardown: Xerox value messaging
Xerox went from competing on price to selling value. Find out how their messaging fits the Value Nugget framework to link product features and…