Branding, positioning, and product marketing
A case study, and my tips on how product marketers can connect positioning fundamentals to visual identity.
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.
Positioning debt
Just like tech debt or finance, here are three different ways you can incur positioning debt.
Product marketing shortcuts don’t work
Three common shortcuts that PMMs are encouraged to take (and how to get back on track)
It’s obvious, but… say what you mean
Answer 'so what?' before customers ask it, and get the revenue results you deserve.
I’m looking for a clothes airer
My search for an attractive clothes airer got me thinking about B2B product marketing (somehow).
6 tips to craft concise, captivating, creative value propositions
Writing short value propositions can be tricky. Here are some shortcuts to help you get creative when brevity matters.
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.
Don’t dilute focus
A warning shot against 'being something for everyone'.