Your positioning problem
starts with the CEO

Three quick things before we dive into this week’s Digest.

1. The newsletter is here a day early. Figured tomorrow morning will be chaos for folks coming back from a long weekend.

2. Article I wrote: What Nike’s CEO failed to understand

3. Below are before-and-after case studies that show what happens when you speak in the buyer’s frame vs the product or seller frame — people buy when they feel understood. Not when they understand you.

Have a great week ahead! Keep crushing it

Ten B2B homepages, rebuilt from the buyer’s frame.

The left column shows each site exactly as it stands today. The right column is the same company, rewritten from the buyer’s side.

Eight of the ten headlines on the left are about the company or its product. A buyer has to work out where they fit before reading on.

“The intelligent platform.”
“The definitive AI-native platform.”
“Together, we can build it all.”

All ten on the right speak to the buyer first.

Your GPUs aren’t slow.
Your tax review is complete.
Your project doesn’t fail all at once.

Same companies, same products, and only the framing changed.

They sell construction software, tax work, insurance, a CMS and a founder network. Three of them are public companies. The category made no difference, and the pattern held every time.