How do you distill the 'WHY' of your brand down into your product value propositions? Any frameworks or exercises to support this process across different market segments?

Verticalization is about keeping one story “spine” and swapping the muscles: jobs, metrics, vocabulary, proof, and partners. So my two cents --> start by getting the m...

The biggest thing I see when companies develop a product, service or build a brand, is they get stuck on the “what” of the thing. What the product does? What the company...

Call me old school but I think positioning statements do this VERY well. Here's an exercise I've used and seen success with in building alignment on the "Why" of a compan...

For me, there are few types of "Why's." There's the lowercase "why." And the uppercase "Why." Lowercase "why" gets at communicating why a prospect should choose your offe...

Most early to growth-stage tech companies have 1-2 products. For those companies, product marketing and brand have a significant overlap. Their product identity makes up ...