Browsing Tag
Positioning & messaging
44 posts
The ‘compete or carve’ framework: How to choose the right positioning strategy before it costs you
One company operated in a crowded global payroll market where buyers already understood the category. The other was…
The false choice between feature-led and outcome-led messaging
What I used to believe For more than a decade, product marketers have repeated the same advice: stop…
Build your brand’s digital twin before AI does it for you
I have some news, and you might not love it. AI is building your brand’s digital twin right…
Pressure-test your messaging template
You’ve crafted a message you’re proud of. It’s polished, it’s thorough – and somehow, it’s still not landing. …
The emotional layer your enterprise messaging is missing
Features don’t close deals, people do. And yet, many of us waste our time talking about exactly that:…
The new PMM stack: How AI fits across research, positioning, and GTM
Most (if not all) PMMs are using AI. But arguably, only a few are actually transforming how they…
Messaging for multi-product companies: How to build clarity without diluting your story
Messaging for companies with multiple product lines is like trying to solve a Rubik’s Cube blindfolded. You’re creating…
How to use storytelling and product narrative in marketing
Storytelling is a process used by product marketers to communicate a message to their audience, via the combination…
Clarity rules! The simple way to create killer messages that stick
Nobody cares about your product. I know, I know. That’s a harsh way to start, but it’s true.…
Why generic value propositions fail in specialized markets
When I moved from running a product marketing agency into the specialized world of aviation, I arrived with…
