Blog
Essays for teams making category decisions.
Strategic notes on positioning drift, category decisions, and the evidence standard behind a defensible outside read.
A Premade Report Answers Somebody Else's Question
Templated positioning reports optimise for coverage. A specialist scoped to one decision optimises for the answer you actually need — and shows its evidence.
How a Published Story Mirror Helps Before You Change Your Positioning
See how an outside read reveals positioning drift, proof gaps, and the claims worth defending before a B2B SaaS team changes its story.
Cybersecurity Platform Consolidation Is Not a Position
Four security vendors now make a version of the same consolidation claim. The defensible difference sits in the architecture and proof beneath it.
The Story Already in Market
Positioning drift builds quietly between rewrites. The outside read of your published surfaces should come before the next one.
When Every Vendor Makes the Same Claim
How to read a claim collision, and why proof — not phrasing — decides which company gets to keep the claim.
Report Examples Should Be Searchable Strategy Assets
How report-led content can educate buyers while proving the shape of an evidence-backed positioning stress test.
Positioning Infrastructure Is a System, Not a Slogan
Why competitive positioning work needs a durable evidence layer instead of another one-time messaging sprint.