Services businesses and personal brands almost always score well on trust. They score badly on structure. Here's why the second one is what's actually costing you the deal.

The strongest brands are coasting on old positioning decisions. Stop making new ones, and the window opens for whoever understands the buyer better than you do. Two accounting companies show exactly what that looks like, and neither founder got there by planning it.

AI is not a positioning strategy. It's a mechanism. The companies winning on AI aren't the ones leading with the technology. They're the ones who found the buyer problem first and used AI to solve it better than anyone else.

Nobody goes looking for a platform. They go looking for a solution to a specific problem. The platform is what makes them stay. Most platform websites have this sequence completely backwards.

Most companies know who their best buyer is. They just won't say it on the page because naming one buyer feels like excluding everyone else. It doesn't. It just makes the right one feel found.

This week I'm sharing what 92 websites taught me about why product positioning breaks down — and what it actually costs.

Most B2B founders hit a growth wall and fix the wrong thing. The stalls are predictable - and so are the fixes.

You don't need a product marketer to do good product marketing. You need a system — ICP, positioning thesis, one-pager, sales deck, in that order. Here's the minimum viable version.

There's a growing pain that hits B2B SaaS companies between early traction and real scale. The product moves. The messaging doesn't. By the time it's obvious, it's already costing you deals.

Most B2B SaaS companies have a positioning document. It was opened twice since the workshop. Here's the difference between a document and a messaging map your team will actually use.

Nobody set out to do product marketing. But someone is — usually the founder, the head of sales, or whoever rewrote the website at midnight. Here's what that means for your business, and what to do about it.

The most successful technical founders approach positioning in fundamentally different ways from those who struggle to gain traction. It is not about having a better product. Here are the eight principles that explain the difference.

Most B2B founders say they have a messaging problem. In most cases they have a positioning problem. The distinction sounds academic. The cost of getting it wrong is not.

Brilliant technical founders fall in love with their solution before they've understood the problem. Here's what that pattern costs you — and how to break it.