Here's our step-by-step process for positioning a B2B software company...

(honed by working with nearly 500 B2B startups)

And to make it concrete, we'll walk through a real customer example:

BugHerd

.

At its core, our process helps founders answer one critical question:

🙋🏻‍♂️ HOW DO I EXPLAIN MY PRODUCT?

Most founders never build a concise answer to this question.

They settle for a vague explanation that is flexible.

(ie. the narrative can be told in many different ways)

So their sales and marketing teams are putting dozens of DIFFERENT narratives out into the market.

And they end up with a weak, forgettable position in the market.

———

The very best startup founders approach this question differently.

They don't settle for vague and flexible.

They make the hard tradeoffs to get to a single core narrative.

They train their teams on it rigorously.

So that it can be repeated over and over in their product, sales, and marketing.

And if the problem they solve is real, the messaging is compelling, and they execute consistently...

...eventually their customers will start repeating the messaging. 💥

This is the holy grail of marketing.

But startups can only get to this word of mouth positioning IF THEY ARE WILLING TO CREATE, COMMIT TO, AND DEFEND A SINGLE NARRATIVE.

Our process is built to surface that narrative — so founders can see it clearly, make the call with conviction, and rally their teams around it.