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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.

  • The best product rarely wins

    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. The product-led sale doesn’t cut it. Today’s winners depend upon good products led by the strength of powerful positioning.

  • All companies are organized for the 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. Organizational inertia hinders companies from getting traction with a change in buyers, impacting revenue growth.

  • "Why it matters" versus "How it works"

    It’s not about you. Buyers don’t care about how your technology works or why your company is so cool. Engaging buyers requires a fundamental shift from product-centric positioning to positioning that puts the buyer in the center. Winning positioning answers three questions for your buyers:

    • Why Your Company, NOW?
    • How Are You Different?
    • How My Life Be Fundamentally Better?
  • 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 impact product priorities, the type of sales people you hire, the ecosystem of partners, as well as revenue and 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.

Fresh Thinking

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 250 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 250 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 250 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.