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Your Positioning Can Be Completely True—and Completely Wrong
Opportunities Hidden in Plain Sight: Marketers spend enormous energy making sure their positioning claims are true. But customers don’t position...
Article
We Think We Know How Apple Will Position Its New Foldable iPhone
Our positioning framework points to three likely answers—and offers a useful test for B2B marketers. Apple has told us all...
Article
What B2B Technical Leaders Can Learn From Ring’s Super Bowl Ad Failure
When companies think “slam dunk” and skip discipline, they get blindsided. When Ring (the home security company owned by Amazon)...
Article
Fix Your Lukewarm Value Prop Before It Costs You
Strategy Fatigue is real—but the right strategic tools, powered by AI, can help you differentiate what you deliver and prove...
Article
Want Better Stories? Start with Better Positioning
Before you craft the perfect narrative, know what you want to be known for. Everyone is trying to tell better...
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Article
Why Market Shaping is the Strategic Imperative You Can’t Ignore
Is your growth limited because your technical product isn’t being effectively positioned to meet important business needs? Is your mature...
Podcast
Influencing with Impact: What B2B’s Can Learn from This Year’s Best Super Bowl Ads
In this podcast, Mary, Tom and Sean delves into the intriguing world of Super Bowl ads. The team dissects the...
Article
How B2B Marketers Can Benefit from This Year’s Best Super Bowl Ads
Super Bowl ads are a battleground for consumer product advertisers vying for audience attention. But B2B marketers can gain valuable...
Article
Three Ways to Effectively Position Any B2B Brand
The Forgotten Step in Developing Your Message Positioning a new brand or product seems obvious by the time you get...
Article
Did This Milk Delivery Man Teach Us A Competitive Positioning Lesson
In the beginning… I want to take a trip down memory lane as a set-up for this short article. Of...