Hi Reader,We keep chanting this term. We keep saying we need to position the product.But we don't realise the folly of saying this. 👉 It assumes that product is what customers buy. In reality, what the customers buy is a story about themselves. This should make us think whether we should position the product....or the customer?

Hi Reader,I have worked in both kinds of companies.One where being close to customer was expected and rewarded.Another where wanting to speak to customer was seen as threat to sales/CS.This email is not about the politics of it.But the two opposite perspectives you often hear, on this topic. Does talking to customers generate insights?One side of the argument is that customers don't really know what they want. So why talk to them?Another side is that unless we know how customers think about...

Hi Reader,Guess why us selling B2B SaaS so tough? Imagine for once your buyer, and their business. Struggling with an unsolvable problem.Cheated by solutions that promise the moon.Robbed by their sales in the name of a big brand.Flooded with information that’s enough to drown in. Selling B2B SaaS is tough because 𝘣𝘶𝘺𝘪𝘯𝘨 𝘉2𝘉 𝘚𝘢𝘢𝘚 𝘪𝘴 𝘵𝘰𝘶𝘨𝘩. What should your sales & marketing be doing in this situation? Should it boast louder than the competitor?Or should it come down to the level of your buyer...