This is for you if…
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Your messaging feels generic or interchangeable.
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Your team describes the product differently in every call.
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Your website, deck, and outbound don’t match.
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Buyers don’t “get it” quickly, so deals stall.
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You need a wedge that makes you the obvious choice for a specific buyer.
Why positioning usually fails
You describe features, not the buyer outcome.
You claim differentiation, but you don’t pick a wedge (a tradeoff).
Your proof is weak, scattered, or not tied to your claims.
You target “everyone,” so your message lands for no one.
Your story is too complex to repeat.
What you’ll have at the end (deployable messaging)
1) ICP clarity (tight, usable)
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ICP definition (who it’s for, who it’s not)
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Buying triggers (why now)
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Simple disqualifiers (what to avoid)
2) Positioning and wedge
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Positioning statement (simple, repeatable)
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Differentiation wedge (your defendable advantage)
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Category framing + “why now” narrative
3) Proof map (claims tied to evidence)
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Core claims list (3–5 max)
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Evidence for each claim (metrics, customer types, credibility)
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Proof gaps: what you should collect next
4) Messaging pack (copy-ready)
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Message hierarchy: Headline → wedge → proof → CTA
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5 homepage headline options
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Objection cues: What buyers will push back on and how you answer
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3 outbound angles aligned to the wedge
How the 10 days work
Days 1–2
Diagnose
We review your current site, deck, and outbound and identify where the story collapses.
Days 3–6
Decide the wedge
We lock ICP, category framing, wedge, and key claims.
Days 7–10
Package and deploy
We deliver a message hierarchy, headlines, proof map, and outbound angles you can use immediately.
What we need from you
Website and/or deck (even if rough)
Who you sell to (your current best guess)
2–3 competitors (links)
Any proof you have (logos, metrics, testimonials, case notes)
Optional but helpful
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1–2 call recordings or notes
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A few deals you win and lose (patterns)
This is not a fit if…
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You refuse to narrow your ICP at all.
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You want a brand exercise with no sales intent.
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You’re pre-product with no buyer signal yet.
Frequently asked questions
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