4 articles
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.
Brand & PositioningHow to define your competitive frame of reference in SaaS positioning — the strategic choice that determines which alternatives you compete against, which buyers you attract, and which evaluation criteria matter.
Brand & PositioningA step-by-step framework for writing a SaaS positioning statement using April Dunford's Obviously Awesome methodology. Includes templates, worked examples, and the five components that make positioning stick.
Brand & PositioningA clear breakdown of when a SaaS tagline does the work vs. when an elevator pitch is needed — with frameworks for writing both, the mistakes that make each fail, and how they connect to positioning strategy.