by Tom | Oct 15, 2019 | Blog, Insights, Positioning, Product Messaging
How to simplify your B2B product messaging How do you simplify complex technology, so anyone can understand it? You may think it’s about dumbing down your technology so a 4th grader could grasp it. Or finding the perfect 3 words that sum up everything. You can spend...
by Tom | Jun 15, 2019 | Blog, Insights, Positioning
Get your B2B startup positioning strategy right When you’re creating something new that didn’t exist before, it’s tough finding the right words for your startup positioning strategy. If you’re a founder of an innovative product or business, you’ve probably explained...
by Tom | May 15, 2019 | Blog, Brand Messaging, Insights, Messaging Strategy, Positioning
Scrap the pitch deck template I recently met a founder who was tearing his hair out after a string of unsuccessful meetings with investors. For privacy, I’ll call him Jim. “They’re not getting it,” he told me. “The opportunity is so [bleep]-ing obvious and I can’t...
by Tom | Apr 15, 2019 | Blog, Insights, Messaging Strategy, Positioning
Even robo-investing can be human with a good story I’ll admit it: every now and then, I come across messaging on a website that makes me jealous I didn’t write it myself. Like this about page from Wealthfront, a leader in robo-investing and financial planning. Despite...
by Tom | Feb 15, 2019 | Blog, Exercises, Positioning
A fast & simple product positioning exercise Simplicity is the key to effective messaging. But that doesn’t mean it’s easy to achieve. Especially when your product has so many direct competitors breathing down your neck. The natural impulse is to quickly talk...
