You’ve got product marketers doing “product positioning.” If that alone doesn’t make you pause, let me expand. Product Marketers ≠ Positioning Strategists Let’s start with a simple fact: Product marketers are 1P of the 4Ps of marketing.Price. Product. Place. Promotion. Most of them can’t even name all four, let alone use them in conversation with…

Why features fail, outcomes fall short, and recognition closes the room. High-stakes deals don’t fall apart because the offer isn’t good enough. They fall apart because the buyer doesn’t feel understood. I’ve spent years inside a Big Four consulting firm working on the firm’s most strategic, high-value pursuits: think \$300M+ transformation deals, multi-year engagements, and…

You’ve likely heard it: “Be T-shaped.” Or maybe Pi-shaped. Or the ever-expanding Comb-shaped. It’s become shorthand for desirable professionals who can go deep and wide. The diagram lives in job descriptions, LinkedIn carousels, and hiring panels. But here’s what gets missed: Your skillset shape isn’t your position. You can be brilliant, broad, and multi-disciplinary and…

Someone asked, “What do you sell, if you are not selling value, features and all that you listed there?” in response to the following post: And that’s an excellent question. And a common one. Because it feels like if you’re not selling value, features, benefits, or outcomes… then what’s left? Let’s change our angle. You…

And like humans, they often try to fix the external world before getting their internal world straight. Ever notice how some people rush to save others, ignoring the turmoil within themselves? Companies do the same. They chase market trends, customer requests, and competitor moves. Always reacting, rarely reflecting. The cost? Chaos. Confusion. Stagnation. Positioning is…

In the past two years, PwC, Gallup, Kantar and BCG data converge on one theme: strategic fuzziness drains cash. Leaders who over-rate clarity, under-estimate culture risk, and mis-read C-suite dynamics pay with slower growth, lower margins and longer crisis recoveries. By contrast, brands that anchor every decision to one sharp idea grow up to 2.5×…

Why a humble screen‑recorder became the most potent time‑reclamation device in modern work, and what that tells us about positioning that sticks. “The best way to manage meetings is not to have them.” — Rebecca, Remote.com Video Messaging Is Not the Story—Time Is Slack claimed to kill email. Zoom promised face‑to‑face from any couch. Yet…

Recently, a well-regarded CMO documented how he led a 3-week positioning sprint for his company. He shared the steps: the voice of market interviews, cross-functional workshops, internal alignment sessions, and then immediate rollout into marketing assets: homepage, events, decks, and messaging. (Read this for context.) The response? Applause. Lots of it. Fast, cross-functional, and highly…

Introduction: AI’s Cognitive Acceleration Problem Artificial Intelligence (AI) has transformed how we access and process information. What once required weeks of research, synthesis, and critical thinking can now be served in seconds. It’s an exhilarating prospect — like stepping into a fighter jet instead of a bicycle. But, I’m skeptical and looking under the hood:…

Apple’s iPod ad —“1,000 songs in your pocket”— has been dissected and praised for its simplicity, benefit-driven messaging, and emotional resonance. But we’re not just looking at a great ad. We’re looking at how Apple engineered a market shift, reframed consumer perception, and strategically owned a category before anyone else knew it existed. So, what…

From happiness to sustainable performance – a new category in consulting. Traditional consulting firms extract human capital like an industrial resource, grinding talent through long hours, overpromising results, and optimizing for short-term client gains rather than sustainable success. Embark Consulting challenges this burnout-driven model, positioning itself as “The Happy Consulting Firm” and as the pioneer…