Positioning & messaging

Most B2B companies do not have a positioning problem because they lack ideas. They have one because three people in the leadership team each carry a slightly different idea, and the website, the deck and the outbound emails were written at different times by different people trying to satisfy all three.

Our positioning engagement exists to end that. It runs for six to eight weeks, it is deliberately opinionated, and it produces one decision with the evidence behind it, not a menu of options.

Who it is for

Companies with a product people already pay for, usually between five and one hundred customers, whose sales conversations keep drifting into feature comparisons. Also companies about to enter a new market, where the position that worked at home will not carry across.

What we actually do

We start by talking to your customers, the deals you lost and your own sellers. We are looking for the moment a buyer decided you were different, in their words. Then we map the alternatives buyers really consider, which are rarely the competitors listed on your battlecard.

From that we draft three candidate positions, each with the proof points it would need and the customers it would give up. The workshop is where the decision happens. We leave with one position, a messaging hierarchy and a list of claims we are allowed to make.

What you leave with

• Positioning statement and category decision, with the reasoning written down.
• Messaging document covering personas, stages and objections.
• Homepage copy and a first-call narrative that use the same language.
• A short enablement session for sales and customer success.

The fastest way to sound like everyone else is to describe everything you can do.