01 / 07
Sharpening existing product positioning
Your product has evolved, but your positioning hasn't kept up. The story no longer reflects the value you deliver or the market you're competing in.
Positioning & Differentiation
Make your value clear and compelling.
Whether you’re refining an established product, entering a new market or bringing multiple products together, I help define what makes you different, why it matters and how to communicate that value.
Positioning is a strategic choice, not a tagline.
Good positioning decides who you’re for, what you’re compared with and why you’re the better choice. Messaging, websites and sales conversations are built on top of it.
When the positioning is unclear, every team fills in the gaps themselves. When it’s clear, the whole business tells the same story — and customers understand it faster.
Where I can help
02 / 07
Finding and articulating your differentiation
Your product sounds increasingly similar to competitors, or your teams struggle to explain why customers should choose you over other solutions or ways of working.
03 / 07
Repositioning for a changing market
You're moving upmarket, entering a new category, targeting different customers or responding to a fundamental shift in your competitive landscape.
04 / 07
Bringing your product portfolio together
You have multiple products, capabilities or business lines, but the story connecting them is missing. You need a coherent portfolio narrative without losing the distinct value of each offering.
05 / 07
Positioning new products and major capabilities
You're introducing a new product or significant capability, such as AI, and need to establish its value, differentiation and relationship to your existing offering.
06 / 07
Tailoring messaging to different audiences
Your core positioning is clear, but different buyers, industries or market segments need different reasons to care.
07 / 07
Shaping pricing and packaging
Your commercial offering needs to better reflect how customers perceive value, how they buy and how your products fit together.
From market reality to a story the business can use.
Positioning that holds up is built on how customers buy and what they compare you with, not on how you’d like to be seen.
- Who is it for, and what are they trying to achieve?
- What would they use instead?
- Where do you have a credible advantage?
- How do you say that clearly, to each audience?
Positioning only works when the whole business can explain it.
What you get
A position you can stand behind.
- 01
Positioning framework
What the product is, who it’s for, the problem it solves, the alternatives and why you’re the better choice.
- 02
Differentiation map
Your advantages against the alternatives customers consider, and the proof behind them.
- 03
Messaging framework
Core message, value propositions and proof points per audience.
- 04
Portfolio narrative
The story that connects your products, where you have more than one.
- 05
Pricing & packaging recommendations
How your offering can better reflect how customers see value and buy.
Examples, not a fixed menu. Not every positioning question needs a full repositioning. Sometimes sharpening what’s there is enough.
Get the expertise you need, in the way that works for you.
Can start quickly
Scoped Projects
A defined positioning or messaging challenge with a clear outcome.
I take ownership of the work, from market understanding to positioning, messaging and how your teams use it.
From 2 days a week
Embedded / Fractional
Senior Product Marketing expertise, part of your team.
I own positioning and messaging as your product, portfolio and market evolve.
More on positioning
All Insights- PositioningYour desired positioning isn’t necessarily your market opportunityWanting to be seen as modern, AI-native or strategic doesn’t mean buyers are ready for it. The difference between the positioning you want and the position you can win, why your best customers can mislead you, and how to test the opportunity.
- DifferentiationHow to differentiate when competitors can build what you buildB2B SaaS teams were used to standing out on what their product could do. Now AI makes capabilities quick to copy and fewer users even see your interface. Where differentiation lives now, and how to find yours.
- PositioningPositioning has a different job in greenfield, replacement and consolidation marketsYour real competition depends on what the buyer is replacing: nothing, an incumbent, or several tools at once. Why the same product needs a reason to act, a reason to switch or a reason to simplify, and how to tell which game you’re playing.
Give customers a clear reason to choose you.
Whether your positioning needs sharpening, a rethink or a story that connects multiple products, I can help you define it — and make sure the business can use it.