5 articles
Brand & PositioningThe strategic distinction between creating a market category and dominating an existing one — why these require different investments, different time horizons, and different organizational capabilities.
Brand & PositioningA clear breakdown of when SaaS companies should invest in category design versus feature-level marketing. Covers the economics, timing signals, and execution requirements of each strategic path.
Competitive StrategyCategory leadership is one of the most consequential claims in SaaS strategy — and one of the most frequently asserted without evidence. Here is how to measure it objectively using share of search, analyst recognition, Win/Loss ratios, community density, and media velocity.
Competitive StrategyThe most common and costly failures in SaaS category creation — from premature category declaration to buyer education debt — with frameworks for diagnosing whether your category effort is on track or burning resources.
Competitive StrategyA rigorous, step-by-step SaaS category design playbook covering the frameworks, metrics, and sequencing that turn a positioning idea into a category you dominate.