THE POSITIONING STRAND
Stop talking about what you do. Start talking about the problems you solve
Marketing. Sales. Solutions.
One message. One story. Aligned for every buyer, at every stage.
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.
Right message. Right buyer. Right time.
Aligned positioning across the journey creates momentum at every stage.
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
VS
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
AN EXAMPLE ENGAGEMENT
From explaining what you do to showing why it matters
The business is very good at describing the product, its features and how it works — but much less clear about the problems it solves, for whom, and why those problems are important enough to act on.
01
THE PROBLEM
The website, sales messaging and product story are heavily centred on “what we do”.
Different audiences are being spoken to in broadly the same way, and the value proposition relies too much on the buyer joining the dots themselves.
The result is often good conversations once prospects understand the proposition — but too little cut-through before that point.
02
THE ENGAGEMENT
Start outside-in. Interview customers, selected prospects and the commercial team to understand why customers actually bought, the problems they were trying to solve, what triggered action and where the product creates the most tangible value.
Use those insights to sharpen the target audiences and rebuild the positioning around their problems, priorities and desired outcomes — rather than the product itself.
03
THE OUTPUT
→ Customer interview programme
→ Insight summary
→ Refine audience / ICP / buyer priorities
→ Problem-led value proposition
→ Messaging by audience and use case
→ Competitive differentiation
→ Website and sales messaging
◷ TYPICAL ENGAGEMENT: 6–10 weeks · 1–2 days per week · Product + sales + customer success