Notes.
The arguments, before you need a studio. Written for a founder or marketing lead at a B2B SaaS company who is deciding what to do about positioning, brand or channels. Nothing gated, no form in the way, and nothing that needs a call to make sense.
- Positioning · 8 minPositioning for a category that does not exist yetCategory creation is the most expensive strategy in B2B software and the one most often chosen by accident. Here is how to tell whether you are actually in one, and what to do on the days you are not.
- Channels · 7 minWhy six channels fail before one worksThe most common go-to-market mistake at Series A is not picking the wrong channel. It is picking six, funding none of them properly, and concluding that nothing works.
- Messaging · 7 minWhat a message architecture is, and why your homepage needs oneA positioning statement is a decision. A message architecture is the structure that stops the decision being renegotiated on every page, in every deck and on every sales call.
- Pricing · 7 minPricing pages as positioning artefactsYour pricing page is read more carefully than your homepage and edited far less often. It is also where most B2B SaaS companies accidentally publish a positioning they never agreed to.
- Brand · 6 minRebrand or reposition: telling the two apartAlmost every brief that arrives as a rebrand is a positioning problem, and almost every one that arrives as a messaging problem after a Series A is genuinely a brand problem. Here is how to work out which one you have.
Why there are no numbers in these
Arguments, not benchmarks.
None of these carry a statistic, because a benchmark nobody in this studio measured is a borrowed claim, and a borrowed claim is the thing we tell clients to delete. The arguments are made structurally instead, and the worked examples use invented companies that could not be mistaken for a client.
Want the version for your company?
These are the general arguments. Tell us what you are selling and to whom, and we will tell you which parts apply and which do not.