Endless discussions
Marketing, Product and Sales all see the problem differently.
Free 30-minute Positioning Breakdown
Start where
Start where
you're stuck.
Don't change another
headline—yet.
Bring the decision. We'll bring the context. Answer a few questions before we meet, and we'll do a focused review of customer language and competitive signals so your 30 minutes start with evidence—not introductions.
5-minute brief•Pre-session research•30-minute session
MARKETING DECISION
Should we change our headline?
↓
WE ASK YOUAre you solving the right positioning problem?
THE REAL CHALLENGE
Being stuck rarely means you have no information.
It usually means you don't know which signal deserves your attention next.
Rewriting instead of learning
Headlines change every sprint, but confidence doesn't.
Plenty of data
Analytics, interviews and reviews exist, but they don't automatically point to one direction.
Pressure to move
Shipping something visible feels easier than questioning the strategy behind it.
THE POSITIONING BREAKDOWN
Your session starts before the call.
The short brief is not a booking form. It's the beginning of the Breakdown. It tells us where to look so we can use the live session for thinking—not for catching up.
Tell us where you're stuck
Share the decision your team keeps revisiting, why it feels difficult, and what would help you move forward.
YOUR BRIEF“We keep debating whether our problem is the message or the offer.”
We investigate the signals
We do a focused review of public customer language, recurring use cases, reviews and competitor messaging related to your question.
Customer languageSpecific use casesRecurring frictionCompetitor claims
Start with what matters
We bring the context into the room, challenge the initial assumption together, and identify the hypothesis worth pursuing next.
THE CONVERSATION STARTS HERE“Customers may value the outcome differently than the category describes it.”
No long discovery call.Question → Context → Evidence → Hypothesis → Next experiment
A BREAKDOWN IN ACTION
Sometimes the opportunity is hiding in how customers describe the product.
An anonymized example based on a previous positioning analysis. The goal wasn't to invent a better headline. It was to understand what customers were already telling us.
THE QUESTION
What should this security product lead with?
The category had several plausible messages: advanced technology, wireless convenience, easy installation and protection.
WHAT WE LOOKED AT
“I needed cameras where there was no Wi-Fi or existing wiring.”
“Installation was the reason this worked for my property.”
“I wanted something I could use in a remote location without building new infrastructure.”
Representative paraphrases of recurring review themes used to illustrate the research method.
THE SIGNAL
The differentiator may not be “better security.”
The more specific story was freedom from infrastructure: surveillance in places where traditional systems become difficult to install or maintain.
POSSIBLE EXPERIMENTS
Instead of picking one claim by opinion, turn the competing stories into hypotheses.
Infrastructure freedom
Lead with “completely wireless” and the ability to deploy where Wi-Fi or wiring is unavailable.
Self-powered convenience
Lead with battery + solar power as the reason installation and ongoing use become easier.
Context-specific value
Compare remote property / construction use cases against premium home protection.
Ease vs. advanced technology
Test practical installation freedom against a more technology-led story.
THE POINTReviews weren't the answer. They were the clue that made a better positioning hypothesis possible.
AFTER THE BREAKDOWN
Leave with a direction worth testing.
The session is designed to reduce uncertainty—not manufacture certainty.
01
A clearer problem
What may actually be holding the decision back.
02
A positioning hypothesis
One evidence-informed direction worth exploring.
03
A suggested experiment
A practical way to reduce uncertainty if testing is the right next step.
04
An Opportunity Brief
A concise record of the signals, tension, hypothesis and recommended next move.
OUR METHOD
We look for specifics, not averages.
Broad metrics tell you what is happening. Specific customer language can reveal why a particular use case, friction or outcome matters—and where a stronger hypothesis may begin.
01
Question
Start with the decision that keeps returning.
02
Context
Use your brief to narrow the investigation before the call.
03
Evidence
Look for customer phrases, concrete use cases and competitor patterns.
04
Hypothesis
Turn the strongest signal into a direction that can be challenged.
05
Experiment
Only when useful, define the next test that can reduce uncertainty.
IF WE FIND SOMETHING WORTH PURSUING
Not every Breakdown needs a bigger engagement.
Sometimes the biggest win is seeing the problem more clearly. When an opportunity deserves structured validation, we'll recommend the next step.
01
FreePositioning Breakdown
Short brief, focused research, 30-minute conversation and an Opportunity Brief.
Only when experimentation can reduce uncertainty.
Decision Session
Turn the opportunity into a testable hypothesis, success criteria and one meaningful experiment.
YOUR TURNBring the decision.
Bring the decision.
We'll bring the context.
Start with a five-minute brief. We'll review the signals before we meet, so your free 30-minute Breakdown can begin where the real question starts.
5-minute brief • Focused pre-session research • Opportunity Brief
QUESTIONS
A few things you might be wondering.
What happens after I complete the brief?
We use your answers to focus a short pre-session investigation. Depending on the question, that can include public reviews, customer language, recurring use cases and competitor messaging. The goal is not exhaustive research; it's enough context to make the 30-minute conversation more useful.
Why do you research before the session?
Because your 30 minutes shouldn't be spent explaining the basics of your company. The brief gives us a question to investigate so we can begin the conversation with signals, assumptions and possible tensions already on the table.
Do I need to prepare anything?
Only the short brief. Share the decision you're stuck on and enough context for us to find the right starting point.
Will you always find customer reviews?
No. Reviews are one useful source when they exist, but the method is broader. We may use public customer comments, testimonials, product pages, competitor claims or other relevant public signals. The source depends on the question.
What is the Opportunity Brief?
A concise summary of the question, observed signals, core tension, positioning hypothesis, recommended direction and whether an experiment is a sensible next step.
Why is the Positioning Breakdown free?
Because this first step helps determine whether there is a meaningful opportunity to pursue and whether structured experimentation would actually reduce uncertainty.
Does every Breakdown lead to a Decision Session?
No. Sometimes the Breakdown itself provides enough clarity to move forward. A Decision Session is only recommended when an opportunity would benefit from structured experimentation.