Why your launch didn’t land
Sometimes, your launch is the first honest test of your positioning where you see the gap between the internal context and the external void.
How to build a value proposition that resonates with every stakeholder
Most product launches don’t fail because of the product. They fail because nobody can explain why it matters.
The customer question that cuts through BS
Why one deceptively simple prompt unlocks real buyer truth
Your buyer doesn’t care (but it’s your job is to change that)
Make your positioning resonate, your narrative land, and your marketing actually matter.
Your PMs need to step up: demand more from them
What happened to PMs being the 'CEO of the product'?
Why product marketers struggle with sales (and how to fix it)
If your messaging doesn’t help sales win, it won’t get used—learn how to make it indispensable.
Your customer research is failing if no one uses it
How to make customer research essential—so it actually gets used to drive decisions, not just sit in a deck
Michelin-starred restaurants have tiny menus
Lessons in clarity, focus, and refinement for B2B SaaS positioning
Align your differentiators with the buyer journey
Showcase the right differentiators, to the right stakeholders, at the right time, with this framework.
Analysis: 16 years of Zendesk positioning
What we can learn from Zendesk's positioning evolution over the last 16 years