Who are we targeting?
Identify the buyers, priorities and use cases with the strongest commercial potential.
The challenge
Make the proposition clear.
Give customers a reason to buy.
A strong product needs a clear customer, a compelling commercial problem and a proposition that stands apart.
Why should they buy?
Translate product capability into outcomes customers recognise and value.
How should we position the offer?
Define a credible market story, differentiation and packaging.
The outcomes
Commercial progress.
Capability that lasts.
Clarify the opportunity, test the proposition and bring the team around a shared commercial story.
Clear customer focus
A sharper ICP and buying priorities.
Compelling proposition
A commercial story grounded in customer value.
Market-ready positioning
Differentiation, messaging and packaging the team can use.
Experience in practice
Built on experience.
Proven in practice.
Selected examples from more than 25 years building and scaling technology businesses.
Category creation / Positioning
Building propositions before categories existed
Brought emerging technology propositions to market across proximity marketing, mobile wallets and identity data, often before established categories or buyer expectations existed. The work involved translating unfamiliar technology into clear commercial use cases and helping customers understand the value.
01 / SELECTED EXPERIENCEOne example from a broader body of work.
More stories to follow.
More stories to follow.
How we work
Experienced support.
Shaped around the opportunity.
Proposition & Positioning Sprint
Sharpen the proposition.
A focused review of customer needs, positioning, differentiation and commercial packaging, informed by market conversations.
A clearer proposition and decisions the team can act on.
Embedded Proposition Partnership
Refine it in the market.
Hands-on support alongside product and commercial leaders as the offer is tested, launched and evolved through customer engagement.
A proposition that improves with real market evidence.
Let's talk
Let's sharpen the proposition.
If the product is strong but the commercial story needs work, it is worth comparing notes.
Start a conversation →