One framework will lie to you with total confidence. PULSE is the five-lens read I run before I touch a stalled business, rebuilt for the age of AI search.
Tag: Positioning Strategy
How I Test a Firm’s Positioning in Two Minutes (With AI)
Paste your homepage into an AI tool and ask for a three-sentence summary. Do the same for five competitors. If the six summaries are interchangeable, you have a description, not a position. Here’s the fix.
Why Positioning Is an Operating System (Not a Tagline)
Michel Fortin argues positioning isn’t a tagline. It’s a company-wide operating decision (which buyer you’re built to close, what proof you can defend) that marketing, sales, product, and hiring all inherit. His FAME pillars operationalize it.
Why I Brandify Categories Instead of Branding Products
Branding and brandifying differ. Branding decorates what already exists; brandifying names something into existence so it can be owned. I’ve done the latter for 35 years. Here’s the line, the move, and why category-claiming firms must brandify.
Why Most Growth Fixes Are Just Plumbing
Most growth fixes sold today are plumbing. Pipelines, attribution, dashboards. Here’s why the leverage sits upstream, in the position that decides whether anyone enters your funnel, and why AI makes it matter more.