The Playbook

Investors care about your TAM, but your survival depends on finding the beachhead customers who are desperately seeking solutions to painful problems—not impressed by your tech stack.

Stop wasting resources on messaging fixes. Learn the critical difference between positioning, messaging & copywriting that technical founders often miss.

Eight positioning principles that help technical founders connect complex software solutions with customer problems and context.

Superior tech alone can’t outsell inferior competitors—master the art of positioning to turn your engineering wins into customer value and market victories