Most repositioning work starts in the wrong place. People gather the leadership team, argue about category, wordsmith a mission statement, debate whether the product is “for mid-market teams” or “for modern enterprises,” then hand the mess to marketing and ask for crisp messaging by Friday. I have watched that movie too many times. The ending is always the same: vague copy, sales decks that explain too much, a website that sounds like every competitor, and buyers who still ca

In my experience, weak positioning rarely announces itself as a positioning problem. Instead, it manifests as longer sales cycles, vague website copy, confused prospects, discount pressure, and a team that keeps rewriting the same pitch. That is what makes it dangerous. A growing B2B SaaS company can keep hiring, shipping, and spending while the market still cannot answer one basic question: Why should we choose this over the other options? Positioning sits upstream of everyt

I have spent 30 years watching strong products lose to weaker ones. That sentence still bothers me, because every product team wants the market to be fair. Build the better thing, win the deal. Solve the harder problem, earn the revenue. Add the features customers ask for, outpace the competition. That is not how many B2B SaaS deals are won. I have lost more deals to simplicity than to better products. The competitor did not always have better tech. They did not always have s

I knew the messaging was not working before the pipeline reports proved it. The signs were small at first. A prospect would say, “This looks interesting,” then compare us to a cheaper tool that only solved half the problem. A sales call would go well, then stall because the buyer “needed to understand the difference.” A customer would describe us in a way that sounded nothing like our website. My first instinct was to blame the words. Maybe the headline was too soft. Maybe th

AI can help you create content. But it can’t make the content uniquely yours. Before publishing, ask one question: Could another company have produced essentially the same piece? If the answer is yes, add something only your organization can provide: • A customer’s firsthand observation • An expert’s unexpected opinion • A lesson from a recent project • A detail from behind the scenes • A conclusion drawn from your own data Originality doesn’t require inventing an entirely ne

SEO is no longer enough on its own. A page can rank well in Google and still be invisible in the places where buyers now ask messy, specific questions, such as ChatGPT, Perplexity, Claude, Gemini, and AI-powered search results. These systems do not only look for keywords. They look for clear entities, direct answers, useful comparisons, visible expertise, and information that can be pulled into a response without guesswork. That shift has created a new discipline alongside tr