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.
Good go-to-market should discriminate
Everything – from your website to your sales experience to your roadmap – should qualify ideal prospects in, and disqualify bad-fit customers…
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…
What is “value”?
Ignore weasel words, and describe your product in a way that cuts through to the heart of someone who cares, by communicating the unique value…
From failed product launch to $2m ARR
What I learnt about best practices, iteration, and listening to customers as we turned a failed launch into growth momentum.
Communicating GTM strategy in one slide
How to distill the things you're already doing into one, easy to understand slide - and check your strategy is aligned at the same time
Positioning by assumption doesn’t work
How to avoid losing traction with untested messaging.