Positioning Is the Customer’s Brain Shortcut for Choosing You
Be the first, only, most, or cheapest, if you could. Strong positioning is, more than anything, a shortcut for the…
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Positioning and Marketing Strategy
Clearly communicate your unique value, so customers choose you over the competition.
I help startups and in-house marketing teams identify, articulate, and communicate that value through practical resources, education, consulting, and coaching.
See How I Can Help
Find
Clarify
Communicate
What Makes This Different
Most marketing sounds interchangeable because it starts with tactics, not a clear reason to choose the business. I help you get clear on your value first, then show you how to communicate it.
01
Identify Your Unique Value
We look beyond generic claims to uncover the strengths, perspective, and proof that give customers a real reason to choose you.
02
Articulate It Clearly
We shape that value into a position your team can explain simply, consistently, and without sounding like everyone else.
03
Communicate It Where It Counts
We translate the position into messages for your website, campaigns, sales conversations, and the moments customers decide.
04
Keep It Clear as You Grow
Through practical resources, education, consulting, and coaching, I help your team keep making your value clear as the business, market, and customers change.
Ideas, examples, and research to help you make your value easier for customers to understand.
Daily Marketing Briefing
A practical daily resource for understanding the changes that affect how you communicate value and stand apart.
Revenue Attribution
CMOs Struggle to Link AI Visibility with Sales
Digiday
Marketing Analytics
Nielsen to Acquire DoubleVerify for $2.15 Billion
Adweek
Marketing Strategy
PATTISON Integrates Social Media Content into Digital Out-of-Home Advertising
MarTech Cube
Marketing Analytics
IAB Launches New Framework to Measure AI Search Visibility
FAYFO
Marketing Analytics
Cision Report Warns Brands Are Falling Into Costly 'Data Fragmentation Trap'
Agile Brand Guide
Research Library
Practical research and education to help you understand your customers, sharpen your value, and communicate it more clearly.
Why Duplicate Google Demand Gen Campaigns Perform Independently
This report delves into the mechanics of Google's Demand Gen platform, focusing on how duplicate campaigns operate independently. It examines auction processes, machine learning behaviors,…
Align Your Ad Copies with Google's Objective (What Google Rewards / How to Build the Iterable RSA System)
This report explores how aligning ad copies with Google's objectives can enhance ad performance. It covers Google's auction mechanism, Quality Score components, and effective RSA…
Meta Threads Algorithm: A Reverse-Engineering Report
This report reverse-engineers the Meta Threads algorithm, detailing its core rules, key criteria, and strategies to optimize engagement. It combines evidence from official Meta sources…
Practical Ideas for Clearer Value
Education and practical ideas for identifying your unique value, articulating it clearly, and communicating it in the marketing you do every day.
Why can actual ROAS decline month over month despite unchanged campaign settings and biddings, especially during a predictable shift from peak-season demand to non-peak-season demand?
The question I had Why can actual ROAS decline month over month despite unchanged campaign settings and bidding strategy, especially…
Read MoreCould the best-performing headlines and descriptions in my search campaigns work as display ads, or as Meta ads?
The question I had Could the best-performing headlines in my search campaigns also work as display ads or Meta ads?…
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