Differentiate or Die: The Art of the Reframe


Today’s crowded, noisy B2B tech market means companies often get mired in the trenches of feature/function wars, discounting, shrinking margins, and low MRR. Those able to pull away from the pack – and command a price premium – have mastered what we call “The Art of the Reframe.” A powerful positioning strategy, an effective reframe radically shifts the focus from features/functions to “owning” a million-dollar buyer problem.

But how do you:

Know what makes for an effective reframe?

Change the buying criteria from “features” to “outcomes”?

Differentiate by upleveling to a million-dollar conversation?

Also available in this series, Symptoms you have a positioning problemPositioning vs. Branding: Clearing up the confusionB2B Positioning, CEO or CMO agenda?Is your positioning winning or losing?Stop the geek speakSetting the foundation for successful positioningB2B Positioning with and agency or in-houseWhen positioning expires, and The best product rarely wins.