Positioning
Positioning is not a tagline
If your positioning work ends with a clever sentence on the homepage, you skipped the part that changes revenue. Here's what actually belongs in the document.
Read postNotes from the work
Short, practical writing on positioning, go-to-market, pricing, and talking to customers.
Go-to-Market
The GTM plan nobody reads
Most go-to-market strategy dies in slide 42. A plan people actually use fits on one page and names owners, sequencing, and what you're saying no to.
Read postPricing
Pick the value metric before you pick the price
Price changes fail when the underlying unit is wrong. Start with what grows as your customer succeeds, then argue about the number.
Read postResearch
How to run win/loss interviews people answer
Buyers will tell you why you lost — if you ask like a curious person, not a salesperson looking for a second chance. A practical script and the traps to avoid.
Read postCareers
Hiring your first product marketer
The first PMM hire fails more often than it should — usually because the role was written as 'everything marketing does not own yet.' Here's a better scope.
Read postPositioning
Test your messaging in a week, not a quarter
You don't need a research vendor to know if your new message lands. Five customer calls and one honest scorecard will tell you most of it.
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