(Read this first) Oh, really? How about a reality check? It’s ironic. People defend the 4Ps like they’re the Magna Carta, but toss around terms like “B2B vs. B2C” or “brand positioning” without thought—terms that overlap or state the obvious. Truth? A business always sells to a person (hello, H2H), and positioning is inherently about…

This rant was inspired by Emma’s post. McKinsey’s latest research shows that companies with marketing at their core grow twice as fast. Yet only 4% of FTSE 100 companies have marketing leaders in the C-suite. The typical response? Blame CEOs for not understanding marketing’s value. But here’s the uncomfortable truth: Marketing leaders are making themselves…

When Mufasa appears to Simba in the clouds, he says four words that change everything: “Remember who you are.” This moment from The Lion King reveals a profound truth about positioning that most marketers miss entirely. Because when marketers talk about positioning, they’re not really talking about positioning at all. They’re talking about messaging.About making…

(Recent analyses have noted Calendly’s shift toward competing with other scheduling tools, reflecting a response to market maturity. However, this approach misses a larger opportunity… Please see Anthony’s post first.) Why Calendly’s 2024 Positioning Shift Misses the Bigger Opportunity In 2024, Calendly made its first major positioning shift in eight years. For nearly a decade,…

You know what kills great software? When founders pitch their mission before explaining their product. They think their vision matters more than clarity. That’s probably why no one’s buying. It’s why Figma didn’t lead with “making creativity accessible.” They showed designers a faster way to work. Their why mattered only after their what worked. Your…

Over two decades of working across industries and markets, I’ve seen a truth that transcends business: people bring their human nature into their work—with all its habits, biases, and behaviours. The same fears, shortcuts, and aspirations that appear in personal lives also manifest in the professional world, whether we’re aware of it or not. The…

And why most brands get it wrong. What if the way you’re positioning your brand is the very reason it’s failing to connect with your audience? Understanding the distinction between position and positioning could be your brand’s strategic breakthrough. Position is a place.Positioning is a process. This isn’t just wordplay—it’s the difference between your brand…

“If you think you’re an expert, you’re probably full of shit.” That’s what I tell founders who’ve mastered marketing frameworks but missed something fundamental about positioning. A surgeon operates within the constraints of human anatomy. Wrong incision, the patient dies. An athlete competes within the laws of physics. Defy gravity; you fail. These are fields…

It only amplifies them. Everyone points to Apple’s “Think Different” campaign as proof that marketing builds brands. They’re missing the four levels of positioning (a simple framework I’ve created) that made it work: LEVEL 1: SAYING IT Most companies stop here. Apple didn’t. LEVEL 2: PROVING IT Better, but still just evidence. Apple went deeper.…

Let me paint you a picture that might feel uncomfortably familiar. Your Monday starts with a product meeting. Feature updates. Competitor analysis. Roadmap reviews. Your Tuesday? Sales calls focused on specs and capabilities. Wednesday brings engineering discussions about improvements and innovations. And somehow, it’s Friday, and you’re still discussing the product. Welcome to Product Land.…

“We’re customer-centric!”Every company says it.Few actually are. Here’s why there are four levels of customer focus, and most companies never get past level one: LEVEL 1: SAYING IT This is where most companies stop. It’s easy. It’s cheap. It’s just talk. LEVEL 2: PROVING IT Better, but still just evidence of claims. Not fundamental change.…

Most companies have it backwards. They say, “We’re easy to work with!” in their marketing, while their internal processes, policies, and decisions make life more complicated for customers. This is the fundamental difference between marketing-driven and positioning-driven businesses: Marketing asks: “What should we say?”Positioning asks: “What should we be?” Let me show you what this…