Positioning
The decision your homepage, deck and ads all repeat, made from customer evidence and signed off before design starts.
We build positioning from evidence. We interview founders, sales and up to five customers about why they bought and what nearly stopped them. We set your site, deck and ads next to five competitors, and ask AI assistants for a shortlist in your category to see how each of you is described. Where a claim has no proof behind it, we mark the gap instead of writing around it.
For Founders, CEOs and heads of marketing at B2B companies before a rebrand, a new site, a funding round or a move to larger buyers.
You need this when
- 01
Next to three competitors, your site could be any of them.
- 02
Buyers compare you on price because nothing else on the page sets you apart.
- 03
You raised, merged or pivoted, and the brand still says the old thing.
What’s included.
Interviews
Calls with founders, sales and up to five of your customers about why they bought, what they compared you with and what nearly stopped them.
Competitor review
Your site, deck and ads set next to five competitors, with the claims you share marked so you can see where you sound the same.
AI answer check
What ChatGPT, Perplexity and Gemini say about you and the same five competitors when a buyer asks for a shortlist. It shows how you are described today; changing that is GEO work.
Buyer definition
The company types and roles you sell to, what triggers a purchase and who signs, so sales and marketing target the same accounts.
Position and proof
What you replace, the alternatives buyers weigh and the reason to pick you, with each claim matched to evidence you can show today and the gaps marked.
Sign-off session
A working session where your leadership settles the open choices: which buyer comes first, which claim leads and what you stop saying.
How it runs.
As a Sprint, 1–4 weeks. Inside a rebrand, the document is ready for sign-off in week 2.
- 01 · Listen
We interview founders, sales and up to five customers, and read your win and loss notes if you keep them.
- 02 · Compare
We set your site, deck, ads and AI answers next to five competitors and mark where you sound the same.
- 03 · Write
We draft the positioning document: buyer, problem, alternatives, why you win and the proof behind each claim.
- 04 · Sign off
Your leadership settles the open choices in one session and signs the document. Design, copy and ads are then checked against it.
Deliverables
- Interview summary, with patterns across customers
- Competitor review: five competitors, side by side
- AI answer check for you and five competitors
- Buyer profile: company types, roles, triggers and who signs
- Positioning document, signed off
- Proof list, with gaps marked
Works with
What buyers ask.
We already know our positioning. Why pay for it?
Then we test it instead of starting again. We check what you know against customer interviews and five competitors, and write it down so sales, the site and the ads say the same thing.
Will you speak to our customers directly?
Only with your approval. You choose up to five and introduce us, we send the questions in advance, and each call takes about 30 minutes.
Can we do positioning without a rebrand?
Yes. It runs as a Sprint, and the document feeds your current site copy, deck and ads. You can change the words first and the identity later.
Pairs well with
Value proposition, pitch and proof points for the site, deck and sales calls.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.