Ideas
Guides and notes on belief-led growth.
All ideas
22 pieces
Guide · Choosing who to sell to
Choose a Target Market Before Your Customer List Does
A customer list records where a company has been. Choosing a target market is a separate decision about where it goes next, and it deserves its own facts.
Oct 2026 · 8 min
Guide · Choosing your claim
How to Choose a Value Proposition: Lead With the Link a Rival Can't Copy
Behind every one-line promise sits a chain of cause and effect, and the line worth leading with is the one your operating records can back.
Oct 2026 · 7 min
Guide · Choosing your claim
When to Reposition a Brand: First Check Whether Competitors Took Your Promise
A position that has stopped landing has often been crowded by rivals saying the same thing, and that problem has a different fix than starting over.
Oct 2026 · 7 min
Guide · Choosing your claim
Brand Beliefs vs Brand Values: Why Every Values List Looks the Same
Most brand values are words no competitor would argue with; a brand belief is a position one would reject, and that's what lets buyers tell you apart.
Oct 2026 · 6 min
Guide · Who you're actually selling to
How to Create B2B Buyer Personas That Aren't Fiction
Build B2B buyer personas on one clear dividing rule, fill them from what real buyers said and did, and add the line a competitor's persona wouldn't have.
Oct 2026 · 6 min
Guide · Positioning grounded in customer truth
Positioning, Personas, and Messaging: Why the Standard Assembly Line Fails
Most marketing teams treat positioning, personas, and messaging as a linear template exercise. This explains why your finished copy sounds like everyone else.
Oct 2026 · 6 min
Guide · Who you're actually selling to
When No Vendor Stands Out, the B2B Buying Committee Falls Back on Four Things
A buying committee that can’t tell its shortlist apart goes with one person’s pick or the current vendor, then price, then the safest name, then a stall, and most of that is settled before sales gets a call.
Oct 2026 · 5 min
Guide · Who you're actually selling to
Voice of Customer Research: How to Find the Words Your Competitors Don't Use
Most voice of customer research is built to fix the product. Here's how to use it to find the customer phrases your competitors' copy leaves out.
Oct 2026 · 4 min
Guide · Who you're actually selling to
How to Identify Your Ideal Customer Profile From Who Actually Buys
The standard template gives you the same buyer as every competitor. Build your ideal customer profile from deals, reviews and case studies instead.
Oct 2026 · 5 min
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