Messaging & Positioning
Crafting value propositions and messaging that resonates with buyers and differentiates from competitors.
30 articles
The 6-Step Value Proposition Process for Founding Teams
Your first value proposition is probably useless. Here's the process for turning vague, undifferentiated positioning...
Why Challenger Brands Should Never Lead with Value
The literature is clear: value-first messaging works for category leaders, not challengers. Here's what the research...
7 Value Proposition Mistakes That Kill Conversion (And How to Fix Them)
Your value prop might sound great internally but fall flat with prospects. Here are the most common mistakes PMMs make...
The Messaging Framework That Actually Scales Across Your Company
Most messaging frameworks sit in decks nobody references. Here's how to build messaging that sales, marketing, and...
We Built a Jargon Translator (Because Marketing Speak Is Out of Control)
Paste your jargon-heavy marketing copy, get actual English back. It's silly, it's fun, and it might save your messaging...
Category Creation: When to Create a New Category vs. Compete in an Existing One
Creating a new product category can define markets—or waste years on a positioning strategy nobody understands. Here's...
Maintaining Messaging Consistency Across Every Channel (Without Going Insane)
Your homepage says one thing, your sales team says another, and your social media sounds like a different company....
Crafting Competitive Differentiation Messaging That Actually Differentiates
Your competitors claim the same benefits you do. Here's how to create differentiation messaging that's defensible and...
Differentiation Frameworks That Actually Differentiate
Most differentiation sounds like everyone else's. Here's how to articulate what makes you different in ways that...
Elevator Pitches That Actually Land: The Framework That Works
Most elevator pitches confuse instead of clarify. Here's how to articulate what you do in 30 seconds in ways that make...
Setting Up Messaging Governance That Enables Speed, Not Bureaucracy
Without governance, messaging becomes chaos. With too much governance, nothing ships. Here's how to find the right...
Building a Messaging Hierarchy That Cascades From Strategy to Sales
Your messaging feels disjointed because it lacks structure. Here's how to build a hierarchy that creates consistency...
Developing Launch Messaging That Cuts Through the Noise
Your product launch messaging sounds like every other launch. Here's how to create messaging that makes people care...
Tailoring Messaging for Different Buyer Personas Without Losing Consistency
Your CFO and your end users care about different things. Here's how to customize messaging by persona while maintaining...
Using Positioning Maps to Find Your Competitive Sweet Spot
Positioning maps reveal where you truly differentiate and where you're stuck in the crowd. Here's how to build ones that...
When and How to Reposition Your Product Without Confusing the Market
Your initial positioning isn't working. Here's how to repositioning strategically without losing existing customers or...
Aligning Messaging Between Marketing and Sales: A Framework That Works
Your marketing messaging is sharp, but sales tells a different story. Here's how to create alignment that actually...
Creating a Tagline That Actually Communicates Something
Most taglines are forgettable corporate-speak. Here's how to write one that clarifies what you do and why it matters.
Balancing Technical and Business Messaging Without Alienating Either Audience
Your product serves both technical users and business buyers. Here's how to speak to both without confusing everyone.
Testing and Validating Messaging Before You Roll It Out
Don't launch new messaging and hope it works. Here's how to test messaging with real buyers before committing to a full...
Messaging for Multiple Buyer Personas: Creating Unified Narratives That Resonate Across Different Stakeholders
Learn how to develop messaging frameworks that speak to different buyer personas—from end users to executives—without...
Messaging Testing Framework: Why Survey Data Lies
I watched a team celebrate test results that scored 87% positive—then launch messaging that tanked their conversion rate...
Positioning Workshop Facilitation: Two Hours That Changed Our Category
I've facilitated positioning workshops that produced transformative insights and ones that produced 'innovative solution...
Multi-Persona Messaging Architecture: When One Message Isn't Enough
I built one perfect value prop that satisfied nobody. Turns out when you sell to CFOs and engineers simultaneously,...
Developing Messaging in 4 Weeks: The Chaos Nobody Talks About
Everyone shares the clean timeline for messaging development. Nobody talks about the three rewrites, the stakeholder...
Comment construire une stratégie de messaging pour le marché européen B2B
Notre messaging qui fonctionnait en France a complètement échoué en Allemagne et au UK. Voici comment j'ai construit une...
Value Proposition Development: How to Create Value Props That Resonate With Buyers
Most value props are generic claims. Here's how to create value props grounded in customer research that drive...
How to Name Product Features (When Everyone Has an Opinion)
Most feature naming happens in spreadsheets where everyone nods along but nobody agrees. Here's the systematic process...
The Messaging Hierarchy: How to Create Consistent Messaging Across All Channels
Inconsistent messaging confuses customers. Here's the framework for building a messaging hierarchy that scales.
Product Naming: How to Name Products and Features That Customers Remember and Love
Your product name confuses everyone. Here's the framework for naming that's clear, memorable, and differentiated.