Positioning is the strategic layer that determines your space: who you're for and why you're the right choice. Messaging is what delivers those decisions. It's the story and outreach that execute your strategy. Both are required to ensure you'll attract the right audience with a message that drives meaningful action.

Even the best products need clear positioning and channel strategy to help customers find you and decide “yes”. Many businesses skip the brand work and drop way too much cash on ads to explain what they do. It’s like trying to keep a fire going with gasoline. Brand helps you build a bonfire with good wood that burns all night.

I’m a firm believer in developing two tracks: One for short-term performance metrics like lead counts and acquisition costs and the other on long-term brand health. The first set are lagging metrics, but carry a closer connection to business results and help establish trust in the marketing system. The second are known as “leading” indicators. They give you early insight that can help your business adapt faster, but they can take a bit longer to play out. We adapt this reporting mix based on what stage your business is, but it’ll always include a healthy combo of each of these.

That’s the best time for Clarity! Far too many businesses are operating in waterfall with marketing, brand and creative at the very bottom, but the most value is felt when product and marketing operate with a unified view of value and positioning from the onset. Believe me, your product will thank you!

This is a question I hear all the time, so let’s take a look at the outcomes of strong marketing: More buyers/users. Quicker time to value. Stronger retention. Lower acquisition cost. If any of these metrics are in your line of sight and need improvement, it’s time to start building out a marketing strategy.