An area

Who you sell to, and why they care

Pick the customer you can actually win, and say the one thing that makes them lean in.

Who you sell to 8

Picking a customer worth chasing, and knowing early when a deal is not one.

What is an ICP and how is it different from a persona? People use both words for the same thing. 4 → We have about fifteen customers and they are all different. How do I find an ICP out of that? 4 → How do I qualify a deal properly instead of just hoping the enthusiastic person can buy? 4 → Half my pipeline is outside our ICP because those are the leads that came in. Do I chase them? 4 → How do I get the team to actually use the ICP instead of nodding at a slide and then doing what they want? 4 → All 8 questions in Who you sell to →

Positioning and messaging 8

Making a buyer understand in one sentence why you exist and why you are the one to pick.

What is positioning in plain English, and why does everyone insist we have got it wrong? 3 → How do I write a one-line description of what we do that a normal person actually understands? 4 → Our positioning reads fine on the website but every rep says something different on calls. How do I fix that? 4 → How do I build a sales deck that is not just a tour of our features? 4 → We are changing our positioning. How do I roll it out without breaking the pipeline mid-quarter? 4 → All 8 questions in Positioning and messaging →

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