Storytelling & Narrative

The repeatable system to level up your positioning

The positioning loop that great teams use to make sure the story sticks, scales, and actually drives growth.

Jul 1 •

Weak screenshots undercut your story

Make your message stronger and your story click faster with sharper product images across your website, deck, and other collateral.

Apr 11 •

Your buyer doesn’t care (but it's your job is to change that)

Make your positioning resonate, your narrative land, and your marketing actually matter.

Mar 31 •

Michelin-starred restaurants have tiny menus

Lessons in clarity, focus, and refinement for B2B SaaS positioning

Jan 28 •

Product marketing is a thankless role

It may be thankless... but product marketing is also the most rewarding role in marketing too.

Apr 11, 2023 •

Analysis: 16 years of Zendesk positioning

What we can learn from Zendesk's positioning evolution over the last 16 years

Mar 21, 2023 •

Build memeable positioning

Your positioning needs to be a meme, and transmit ideas, visions, emotions, and reactions.

Feb 28, 2023 •

Two things every product marketer can do right now to grow MQLs

Help your sales and marketing teams build qualified leads with two product marketing projects you can do in just two weeks.

Jan 24, 2023 •

Your pricing page doesn't need to show pricing

My answer to a common question. It's absolutely fine to not show pricing on your website.

Dec 6, 2022 •

Using surveys in narratives and marketing campaigns

Carrying out primary research really helps drive impact in your narrative and go-to-market. Here's how to think about it (with examples).

Aug 23, 2022 •

AMA: Alicia & James on a failed product launch (and more)

We joined the Launch Awesome community for an AMA, on everything from our failed launch to building customer empathy.

Aug 16, 2022 •

Test positioning like you test software

Validate positioning and messaging - before you go to market - by thinking like a software developer.

Jul 26, 2022 •

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