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Our Viewpoint

  • Positioning is the new force for disrupting B2B markets

    Gone are the days of tech companies strong-arming their way to success through sheer sales effort. Positioning is the key strategic lever in today’s crowded markets to help companies rise above the ever-changing noise, distinguish themselves in the minds of customers, and drive premium valuation and revenue growth. Every significant technology company and market leader has this in common: a winning positioning strategy and a fresh, compelling, differentiated story and viewpoint.

  • Chances are you don't see how big you really are

    You know you have created something great, why are you playing at the level of your competition? Why settle for the status quo? Your product deserves better. Every tech company wants to realize its highest potential, but it’s a very rare executive team that can identify and clearly articulate their own true unique genius. And if you can’t see it, your customers can’t either. You must imagine more.  It takes an outside perspective to truly see your core differentiators and bring it to life with a point of view that inspires your buyers and separates you from the pack.

  • Stop explaining, start inspiring

    It’s not about you and your features. Category leaders are exquisitely clear about explaining “why they matter” versus “how it works”. Buyers don’t care about how your product works. This comes later. They want to know how your product will rock their world. What big buyer problem do you solve? The answer to this question is everything. Engaging today’s buyers requires a fundamental shift from product-centric positioning to positioning that puts the buyers in the center.

  • The best product rarely wins

    The product-led sale doesn’t cut it. Feature wars, low ASP and pricing discounts are a sure sign of a positioning problem. The technology industry is littered with a trail of failed companies that had technologically superior products, but were overtaken by competitors with a stronger positioning strategy and concise differentiated story. Today’s winners depend upon good products brought to life by the strength of powerful, concise, differentiated positioning that strikes a chord in the hearts and minds of your buyers.

  • All companies are organized for yesterday's buyers

    Tech is moving faster than ever, and capitalizing on frequent inflection points means selling to new sets of buyers with emerging problems, and competing with unknown players. But your business was set up pre-inflection point, and you’re positioned to execute on yesterday’s strategy and buyers. Positioning to yesterday’s buyers is a sure-fire way to dampen revenue growth. If you want to be your best and break away from the crowd, you must have a point of view and value proposition that engages your next set of buyers.

  • Positioning is not "marketing's job"

    Positioning is no longer a marketing initiative, but a strategic initiative championed by the executive team. If positioning is done right, it will not only impact market awareness and sales cycles but also product priorities, the type of sales people you hire, your ecosystem of partners, as well as valuation. This is not a marketing game. It’s the game-changing, CEO initiative that becomes a rallying cry and guiding Northstar for the company. If done right, you (and your buyers) will never see your company the same way.

  • Positioning is DIFFERENT from branding or messaging

    If you want to truly differentiate and stand out from the crowd, you can hire branding agencies to make you look good, PR companies to spread the word and product marketing to communicate your features and functions.  But it’s all a waste of time and money, if you haven’t first identified your own unique genius and be prepared to change the world by communicating this core essence through a compelling strategic narrative. This is the heart of true strategic positioning.  This is not branding or messaging.  Positioning is laser focused on “owning” a corner of the room, clear differentiation, justifying a premium price, moving higher in sales cycles, influencing the buying category criteria and commanding a higher valuation.

How do you know you have a positioning problem?

Check out the symptoms

Buyers can't tell the difference between you and your competitors

You are troubled with elongated sales cycles, no buyer urgency, “nice-to-have” product

Your sales deck is 36 slides and it takes three hours to explain your company

Your company doesn't have a viewpoint

Everyone in your company is telling a different story

Sales is engaged in price-discounting and feature wars

Your parents don't know what you do for a living

Who We're For

We are for executives making a big bet on a change in strategy, and who absolutely have to get it right the first time. Our clients come to us because “good enough” is just not enough. We are for forward-thinking tech leaders who want to make a difference, create a movement, leave a legacy – and ultimately make a lasting impact on the lives of their customers and employees.

Stand Outs

Executives who want to wake up the market with a fresh viewpoint and differentiated conversation

No Differentiation

Companies mired in feature/pricing wars or “me-too” checklists in commodity markets

Sell Higher

Expansionists shifting to new selling motions or moving higher in sales cycles to engage executives

Scale-Up

Leaders scaling companies who need to tell a repeatable story, engage more buyers, create urgency

Category Creators

The bold that are forging a new category

Disruptors

Forward-thinkers with a mission to turn an existing category on its head

Our Clients

With over 400 engagements to date, we have helped create successful positioning platforms that deliver big impact.

Why We’re Different

  • B2B Positioning Expertise

    We're former tech execs, 100% focused on B2B technology positioning. We offer unparalleled expertise in positioning strategies that move the revenue needle. We don't do colors or brand logos. Our proven process is derived from working with over 400 tech companies, delivering fresh, differentiated positioning.

    More
  • B2B Best Practices and Proven Process

    We have a successful track record creating positioning strategies that clearly differentiate and separate our clients from the pack. We are at the forefront of the latest positioning practices, helping Silicon Valley's market movers engage and excite buyers in a new way.

    More
  • Fresh, Buyer-Centric Thinking

    We're a fit for the game-changers who want to own markets, create a movement and enjoy a sustained competitive advantage. We are for executives where “good enough” positioning is no longer OK. We detest boring messages and pride ourselves on helping companies achieve the upper hand with positioning that brings their products alive.

    More
  • Speed Matters, Quick Results

    We are for fast-paced executives seizing opportunity in a limited market window. With our proven process, our clients get results in as little as six to eight weeks. We are a forcing function, pushing our clients forward to create the best possible positioning storyline and drive it to the point of operationalization.

    More

B2B Positioning Expertise

We're former tech execs, 100% focused on B2B technology positioning. We offer unparalleled expertise in positioning strategies that move the revenue needle. We don't do colors or brand logos. Our proven process is derived from working with over 400 tech companies, delivering fresh, differentiated positioning.

B2B Best Practices and Proven Process

We have a successful track record creating positioning strategies that clearly differentiate and separate our clients from the pack. We are at the forefront of the latest positioning practices, helping Silicon Valley's market movers engage and excite buyers in a new way.

Fresh, Buyer-Centric Thinking

We're a fit for the game-changers who want to own markets, create a movement and enjoy a sustained competitive advantage. We are for executives where “good enough” positioning is no longer OK. We detest boring messages and pride ourselves on helping companies achieve the upper hand with positioning that brings their products alive.

Speed Matters, Quick Results

We are for fast-paced executives seizing opportunity in a limited market window. With our proven process, our clients get results in as little as six to eight weeks. We are a forcing function, pushing our clients forward to create the best possible positioning storyline and drive it to the point of operationalization.