The story inside your industry is the one everyone already tells. Here's how to find your narrative by starting outside it.

More posts and more impressions won't make anyone remember you. Thought leadership works when it's built on a narrative.

Managing a narrative sounds overwhelming. Start with three questions, find where the story drifts, and invest in the people who tell it.

One narrative, from first draft to finished paragraph. Three questions, the traps in each, and five tests to check the result.

Narrative explains what's happening. Positioning explains where you fit. Here's what a strategic narrative is, and why it comes first.

Reframing a product gap only works when there's a genuine strength behind it. Here's how to tell, how to say it, and what to do when there isn't.

In a noisy market, the trusted advisor beats the loudest voice. Here's how to build competitive positioning and battlecards on claims buyers can check.

The person who loves your product is rarely the person who signs. Here's how to position for the whole buying committee.

A position is ready when a seller can defend it through three follow-up questions without a slide. Here's how to test it this week.

Most B2B SaaS companies shouldn't create a new category. Here's how to decide, and how to stand out inside the one buyers already use.

Positioning starts with the alternatives buyers weigh, including doing nothing. Here's how to map them before you write any messaging.

The positioning that got you here may not get you through the next stage. Here are the signs you’ve outgrown yours, and how to change it without losing the customers and momentum you’ve built.

Analysts shape how buyers see your market long before you’re in a deal. Here’s when a startup should start working with Gartner and other analysts, and how to make those relationships count.

A practical guide to B2B SaaS positioning: how to define your market, understand what customers value, identify meaningful differentiation, and turn it into a clear positioning strategy.

When every product in your market looks the same, features stop setting you apart. Here’s how to differentiate on your approach and point of view instead, and back it up with proof buyers can check.