It starts with a positioning workshop with your team — founders, sales, marketing, anyone close to the customer. After that, I do a full competitive and market analysis, then build three to five positioning options with clear trade-offs. We meet again to walk through them and choose a direction. Then I deliver your final positioning and messaging canvas. Two to three weeks, start to finish.

Before we start, you share testimonials, sales call transcripts, and any relevant material. Then we do 2–3 workshops (60–90 minutes each) with the people who know your customer, product, and competitive landscape best — usually founders, sales, marketing, and sometimes customer support or UX. Between workshops, your job is feedback. I do the research, analysis, and heavy lifting.

Most of my clients do. I try to cover as many personas as possible within one message, but sometimes clarity means letting go of lower-value segments. The workshop is designed to figure out where to focus.

Yes. I come into the first workshop with initial research done. After the workshop, you get a full competitive positioning landscape — how your competitors position themselves, where they're strong, where they're vulnerable, and where the opportunities are.

A one-page positioning and messaging canvas — an infographic with your positioning, elevator pitch, target buyer, the problem you solve, and how you're different. One page your whole company can use. If you add an activation pack, you also get that strategy brought to life in a specific channel — sales deck, homepage, outbound, content, or advertising.

That's what the positioning options are for. Instead of debating opinions, you'll be looking at three to five concrete directions with clear trade-offs. Most teams find the right choice becomes obvious once they see it laid out. If it doesn't, I'll spend the extra time. My clients say I'm relentless about this part.

Yes. Most clients start with the strategy and choose an activation pack once they know where the biggest gap is. Some know right away. Others want to sit with it for a week. Both are fine.

12+ years in marketing, mostly in-house as head of marketing. Every role, I hit the same wall — I couldn't get results because the company couldn't explain why their product existed or who it was for. Founders wouldn't see the problem. So I left to focus entirely on solving it. 50+ clients later, I know where the opportunities hide and how to get to clarity fast.

Three things. Willingness to see your product from the customer's perspective. Openness to directions you didn't expect — the best positioning often means saying no to things. And on my end, giving you options clear enough that the right choice reveals itself.

Positioning always comes first and gets whatever time it needs. I don't move to activation until you're fully confident in the direction. The foundation has to be rock solid before anything gets built on top of it.

Not as part of the standard package. I rely on your team's knowledge, your sales call transcripts, and customer testimonials to understand your buyers. That said, if you want direct customer interviews, I offer a research pack for €1,500 — I'll run 5–8 interviews with your customers or prospects and feed the insights directly into the positioning work.