THE POSITIONING STRAND

Stop talking about what you do. Start talking about the problems you solve

Positioning is the bridge between your solution and your buyer’s world.

The right message, to the right person, at the right time, in their language, changes everything.

Marketing. Sales. Solutions.

One message. One story. Aligned for every buyer, at every stage.

Why positioning is the biggest flip

Great positioning creates clarity, preference and growth.

Cuts through the noise

Clear, relevant messaging gets attention in crowded markets.

Builds preference

Buyers develop a strong reason to choose you.

Improves conversion

Better message-to-market fit drives higher win rates.

Aligns the go-to-market team

Everyone tells the same story—consistently and confidently.

Drives revenue efficiency

Better targeting, better conversations, better outcomes.

It’s not about clever messaging.

It’s about commercial relevance. In your buyer’s language.

Positioning across the Figure Eight Revenue Knot

Attracting the Right Prospects

Open minds. Create relevance. Earn the right to be considered.

Transforming Customers into Advocates

Reinforce value. Deepen loyalty. Drive expansion.

THE KNOT: CONVERT

Make the case to choose you

LOOP ONE: ATTRACT

Create awareness and interest

Thought leadership & education

Problem/need awareness

Value and outcomes focused messaging

ROI and business impact

Build trust and relevance

LOOP ONE: ATTRACT

Create awareness and interest

Thought leadership & education

Problem/need awareness

Value and outcomes focused messaging

ROI and business impact

Build trust and relevance

LOOP TWO: EXPAND

Grow, retain and advocate

Show ongoing value and outcomes

Drive adoption and usage

Prove ROI and business impact

Upsell, cross-sell and expand

Turn customers into advocates

LOOP TWO: EXPAND

Grow, retain and advocate

Show ongoing value and outcomes

Drive adoption and usage

Prove ROI and business impact

Upsell, cross-sell and expand

Turn customers into advocates

Differentiate clearly

Prove value & credibility

Address risk & objections

Make it easy to buy

Handover the promise

Right message. Right buyer. Right time.

Aligned positioning across the journey creates momentum at every stage.

The balance that drives impact

Your messaging should match where the buyer is in their journey

EARLY STAGE (Top of Funnel)

Why this type of solution is useful

Focus on outcomes and value

Educate and inspire

Talk about their world

Build trust and relevance

Expand awareness and interest

LATE STAGE (Lower Funnel)

Why we are the best choice

Differentiate clearly

Compare favourably

Prove credibility

Address objections

Drive confidence to buy

Wrong message. Wrong time.

Talk to buyers about the wrong things, at the wrong stage, and you’ll lose attention—or worse, credibility.

Different buyers. Different conversations.

Tailor your message to the audience and what matters to them

For the business

ROI, growth, efficiency, risk reduction, competitive advantage.

For the champion

Make them look good. Hit their goals. Get stakeholder buy-in.

For the user

Make their job easier. Save time. Work better. Less frustration.

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One product. Many buyers.

Different motivations. Different messages. Same value story.

Common positioning missteps

Talking about features, not outcomes

Buyers don’t buy features. They buy impact.

One message for everyone

Irrelevant messages get ignored.

Leading with your solution

Start with their world, not your product.

Not differentiating

If you sound like everyone else, you’ll be chosen on price.

Great positioning isn’t a tagline. It’s a commercial strategy that drives revenue at every stage.

Let’s sharpen your positioning