A positioning fix rarely shows up first in traffic. It shows up first in who fills out the form, and how those conversations go once sales picks up the phone. What’s the first visible sign that positioning is working? Sales starts saying “these are better calls,” often before any dashboard confirms it. Before positioning work, […]

You don’t need a six-week workshop to improve your value proposition. Three honest questions, answered by leadership and cross-checked against what customers actually say, will surface most of the problem in an afternoon. Question 1: Could a competitor say this exact sentence? Run your value proposition through this test line by line. “We deliver quality […]

Ask five people on a marketing team to define “positioning,” and you will often get five different answers. Several of those answers are actually describing messaging. The two are related, but confusing them is one of the most common, and most expensive, mistakes a growing B2B brand can make. What is positioning, exactly? Positioning is […]