Episodes

In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positioning through live sales conversations instead of homepage experiments, and I walk through the sales pitch structure I use to make that test meaningful. I also share how to turn positioning into a messaging document, how to keep that messaging consistent over time, and how to know when it is actually time to revisit your positio...

In today’s episode, I explore why companies overcomplicate market categories, how starting with the wrong category leads to confusion, and what the job of a market category actually is. I break down how to align your category with your differentiated value so customers immediately understand what you do. You will also learn the three positioning strategies and how to choose the one that gives you the best chance of winning in your market.

You will learn:

(00:00:00) Understand why starting with...

In today’s episode, I explore why differentiated value is the most important—and most misunderstood—part of positioning. I explain why customers don’t really care that much about features, how to use the “so what?” question to uncover what truly matters, and why this step takes more time than any other in a positioning exercise. I also share how my thinking on value has evolved since the first edition of my book, Obviously Awesome, and why I expanded this section so much in the second edition.

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In today’s episode, I dive into why competitive alternatives—not problems or future visions—are the right place to start a positioning exercise. I explain how different teams inside a company misunderstand competition in predictable ways, and why positioning must focus only on who shows up on customer shortlists right now. I also share how my thinking on this step has evolved since the first edition of my book, Obviously Awesome, and why getting this step wrong makes every other positioning deci...

In today’s episode, I dive into what needs to happen before you ever start a positioning exercise. I explain why positioning fails when teams skip preparation, ignore alignment, or try to make positioning work for every customer they’ve ever had. I also walk through how to assemble the right team, let go of outdated assumptions, and create shared language so positioning decisions actually stick.

You will learn:

(01:53) How the second edition of my book Obviously Awesome restructures positionin...

In today’s episode, I dive into the decisions teams need to make before they ever start a positioning exercise. I explain why positioning readiness matters, how unlaunched products lead to positioning theses rather than true positioning, and why clarity around audience, scope, and personas is essential. Also, this episode sets the foundation for a new mini-series tied to the second edition of my book, Obviously Awesome, focusing on what I’ve learned after hundreds of positioning workshops.

You ...

In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tailor messaging for champions versus other stakeholders. I also highlight scenarios where objection handling can transform into a core value driver under certain market conditions.

You will learn:

(00:00) Why Value and Objection Handling Aren’t the Same

* Value drives purchase decisions, while obje...

In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.”

You will learn:

* How competitor strengths can double as weaknesses in different markets.

* Opportunities for challenger brands to carve out niche markets.

* The differences between platform and tool positioning and their respective advantages.

* Competing with legacy brands.

* Competing against free or low-cost products.

* Appealing to end...

In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products.


In this episode, I answer the question: When you want to discuss your differentiated product or service, what do you do if you’ve got a competitor who lies that they too have the same product or service, when in fact they don’t?




You will learn:


* The misconception that competitors can easily replicate differentiated features.


* How architectural an...

In today’s episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when companies fail to see their own differentiation.


You will learn:


* The myth of having no product differentiation and what it means for B2B technology companies.


* The importance of understanding competitive alternatives and translating capabilities into customer value.


* Why a lack of differentiation leads to poor sa...

In today’s episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth.

My guest, Georgiana Laudi, is the ultimate marketing guru with a passion for turning customer value into cash for SaaS companies. She helps SaaS leaders grow smarter through her consultancy, Forget the Funnel.

You will learn:

* Why traditional funnels are lazy and ineffective for understanding customers.

* The concept of cust...

In today’s episode, I dive into the art of framing a sales conversation. I explore three common ways salespeople start their pitches and analyze the strengths and weaknesses of each. By the end, I share my preferred approach to leading with a unique insight, helping you differentiate your sales pitch from the competition.

You will learn:

* Three common ways to open a sales pitch: defining the problem, presenting market changes, and starting with discovery.

* Pros and cons of starting with the...

In today’s episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce.


Have you ever asked questions such as: “How do I hire a good product marketer? What skills should they have? And how should we measure product marketing?” In this episode, Tamara and I answer those questions and more.


You will learn:


* The key responsibilities of a good product marketer.


* Why product marketers should...

Today’s episode is a repost of one of my favorite topics: why value is important for positioning for B2B technology companies.

In this episode, first I define value vs. differentiated value, and explain why the latter is key to everything. Next I explore how to find the right balance between features and value, and I share tips on mastering your product walkthrough and proving your claims to customers. I also cover common mistakes to avoid when segmenting your audience, the job of a market cate...

In today’s episode, my guest and I explore the intricate relationship between positioning, messaging, and copywriting for B2B tech companies. I’m joined by Emma Stratton, the founder of a consulting firm that helps-growing B2B tech companies win on positioning and messaging.


You will learn:


* How B2B and B2C are different and each comes with their own unique challenges and opportunities.


* How to differentiate between positioning, messaging, and copywriting.


* The value of flexible m...

In today’s episode, I explore gathering product market insights directly from customers and crafting effective product marketing strategies with Martina Lauchengco, a partner, teacher, author, speaker, mom, and native Californian.


You will learn:


* How a VP of Marketing required team members to talk to two customers every week.


* Observing customers in the field to deepen your knowledge about how they use your products.


* Conducting customer interviews to understand the bigger contex...

In today’s episode, I discuss how sales and marketing interact with Loren Padelford, a sales, marketing, cashflow, and revenue expert.


You will learn:


* The limitations of the predictable revenue playbook and alternative approaches.


* How Salesforce pioneered cloud-based software and introduced a new way of thinking about how software gets delivered and sold.


* How the rise of ad networks and digital ads made it easier to reach many potential customers faster.


* Why the traditiona...

In today’s episode, I explore the different types of competitors you face and how you can position yourself against each of them.


You will learn:


* How different departments or groups in a company (e.g. sales, product development, etc.) view and define competitors differently.


* The 3 types of competitors: (1) status quo competitors, (2) direct competitors, and (3) “do nothing” competitors.


* Positioning yourself against status quo competitors requires nailing your value versus the s...

In today’s episode, Brent Adamson and I explore what works and what doesn't work on sales teams, and Brent’s ideas for how we should arm sales teams to go out and win in the market.


My guest today is Brent Adamson, a researcher, author, presenter, and thinker with a passion for “productive disruption.”


You will learn:


* The origins of the Challenger Sale concept and how the term "challenger" refers to salespeople who teach customers about their industries and challenge their assumptions...

In today’s episode, I explore why market category is a good starting point for developing great positioning.

You will learn:

* Viewing your market category is context-setting for your products/company.

* Thinking of your market category as being similar to the opening scene of a movie. (See link below for my article about this idea, which includes the opening scene of the movie Baby Driver.)

* Understanding your product/company's unique value proposition before determining market category.

...

In today’s episode, I talk with a technology entrepreneur about lessons related to his product initially being mispositioned in the market and also the challenges of positioning both free and paid versions of software solutions.

Joining me is Abhinav Asthana, founder and CEO of Postman, an API platform for software developers to build and use APIs.

In today’s episode:

* How Postman's positioning evolved from a product-focused approach to a platform-focused approach, with different positioning...

Welcome to Season 2! In today’s episode, I explore why positioning fails to make the jump from marketing to sales in many companies, and what common misconceptions and mistakes in positioning work should be avoided.

You will learn:

* Why sales teams often lack a deep understanding of positioning and its importance in the sales process.

* Communicating value and positioning product consistently across all sales calls, even for new sales reps.

* What happens when marketing creates positioning ...

Today, I’m going to discuss how to have consistent positioning and messaging across sales and marketing using tactics from my book Sales Pitch. You will learn:

Why marketers at B2B companies should start with the sales pitch first

An overview of buyer’s guides and the components of the best ones

How to create an explainer video using the sales pitch structure

Why all content should target the proper persona

Examples of graphics used to educate buyers

Other types of content that can be stru...

It's frustrating to see the widespread misuse of business terminology in the corporate world. Terms such as strategy, positioning, and vision are frequently interchanged or confused. Today, I'll clarify these terms, discussing when and how to use them. I’ll share with you:

The difference between strategy, vision, and positioning

Pitching to investors vs. pitching to potential customers

The importance of adapting positioning

An explanation of Geoffrey Moore’s “bowling pin” strategy

Examples ...