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The Overview #12

Hey there. This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You’ll find interesting thoughts, articles, and more from around the internet.


‘Shallow niching’ = putting lipstick on a pig

In the Overview for two weeks running is Danilo with his post on shallow niching.

Positioning is strategy, and strategy is positioning. If your positioning work is only about doing better marketing, you’re missing out on a great opportunity to put real customer insights at the heart of your business.

Use what you learn through the positioning process. Give your product teams the space and freedom to reset and explore new opportunities. Empower the rest of your business to look for ways they can put the positioning into action.

Preach ?

In a great tweet thread, Matt looks at how startups attempt to use brand-led messaging without conveying the customer value.

We see this all the time, and when early-stage startups attempt it, they usually fail unless they have a big enough audience, budget, and team required to break the message through into the discourse.

Positioning and messaging has to convey the value your product delivers to your customer. Messaging should focus not on what your product does, but what your customers can achieve.

Enough of this sheet: a great positioning and messaging example

I’m not even going to add any commentary, Emma says it all. It’s a great reminder of the power of customer value, competitive differentiation, and creative messaging.

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That’s the Overview for this week

Hope you found something interesting in this edition!

Help shape Building Momentum: Let me know what you’d like to see covered – hit me up on Twitter and LinkedIn.

Thanks for reading, and here’s to momentum.

James