On Positioning

Unclear positioning – the negative effects no one realizes

unclear positioning

“How can I reduce the waste in my sales pipeline?” It’s a question I received this week – and there are likely many answers to it. One area I’d certainly look at is how you position your SaaS business. Positioning is an art: Getting it right is magic. Unfortunately, getting…


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The cost of focusing on the wrong customers

“How important it is on who we are for, and possibly more important….who we are not for. When we started nine weeks ago with the first prompt, I took it to our leadership team, where we discussed it deeply.  Why? Because we, as the leadership team, influence this. It starts…


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Who are you not for? 

Value Proposition

 ‘It’s so flexible – I can do anything with it!’ ‘It’s so flexible – I am often lost – I wish it were more standardized.’ Two typical but radically different answers we got from interviewing customers in a repositioning project for one of our flagship products back in 2005. They…


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How clear positioning makes everything easier

Value Inspiration

Positioning: Why do we complicate things so much? Why do we talk ‘around’ the issues so often? There’s so much noise. And it appears we don’t even realize it – software companies of all sizes and maturity, from bootstrapped startups to big-brand-multi-nationals – we all seem to step into the…


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