We work out what to say, then build the site that says it.
Position + Build is a fixed-fee, dated project. First we settle your brand positioning: what you are, who you're for and why a buyer picks you. Then the site, the listings, the sales assets and the measurement that put that in front of buyers who are looking. One launch date, agreed before kickoff. Most ship inside 90 days.
Why we recommend starting with a build
A concrete build gives the strategy a deadline, the work an owner, and the relationship something real to prove.
We've sold positioning and advice on their own, and some of it was good work that went into a drawer. The engagements that started with a dated build converted, and some of them grew into the marketing department. So a build is what we'll recommend. If positioning on its own is what you need, we'll do it well, and we'll tell you on the first call why we'd attach a build.
Brand positioning. The first phase.
It ends with one sentence you can hand to your sales team, your next hire, and anyone who picks up a phone here in three years.
- What we do. A competitive teardown, vendor by vendor: what each one claims, what each one charges, where each one breaks, written down rather than remembered. Interviews with the customers you won, the ones you lost, and the ones who are usually the real buyer. The category claim: what you are, said in a way the company next to you can't copy. And the message architecture: one sentence, the proof behind it, and the answers to the objections you hear now.
- What you have first. The sales narrative: the one sentence, the three proofs, and the answers to the objections your team hears now. Your salespeople use it before the site exists, and you have something to show on a Monday.
- What you get at the end of it. A positioning document your leadership can vote on, with the competitive evidence attached. The switching story for the accounts you take from competitors. And the answer to the question your market is about to ask, written before it's needed.
- Why we attach it to a build. On its own, brand positioning can become a document nobody acts on. Inside a build, it has a deadline and a place to show up.
Six positions we've written.
The line before, and the line after.
HydroPoint
FromYour Partner in Smart Water Management for the Last Mile
Water, under control.
Amoeba AI
FromBusiness Intelligence: Built to think like humans do, but better
Decision intelligence for when answers can't wait.
Winning by Design
FromOptimize Your Recurring Revenue
Design, build and operate a scalable recurring revenue business.
Stylitics
FromTake Commerce from Transactional to Inspirational
Professional-grade AI for retail at scale.
Blue Ridge Global
FromAchieve Supply Chain Success
Planning power designed for your business.
ProProfs
FromWe believe software should make you happy
Delightfully smart tools for smarter employees and happier customers.
Build. Through to launch.
The position gets put where the buyer is looking.
Website or rebuild
Built on the position, to answer the questions a buyer asks before they switch. We'd rather build one that sells than one that describes. Usually WordPress, sometimes a standalone site or another platform. How we choose the platform
Search and answer engines
The questions your buyer types, and the ones they ask an AI assistant, answered the way Google says it wants them answered. It compounds, and it's cheaper than sponsored placement.
Third-party listings and reviews
The review sites the AI assistants read. Claimed, filled in, and stocked with reviews from your existing customers.
Sales and campaign assets
Comparison pieces, proof, and a leave-behind your salesperson can send after the call.
Measurement, before launch
So the next decision is made on numbers.
The date
We agree one launch date with you before kickoff, and we work to it. Most builds ship inside 90 days, and plenty ship sooner. When a build runs longer, it's usually scope that grew or decisions that waited, and we'll tell you which, early.
Where we stop
We stay in our lane on purpose. Paid media buying and management. Product UX. Outbound calling and emailing (we make it convert better, we don't run it). Sales hiring, CRM selection, and anything outside our swim lane, which we'll say rather than bill for. Everything on that list, we'll tell you who's good at, and we'll sit on the call while you hire them.
You own every login and every asset from day one. There are no pass-through costs, ever.
3 yrsA rebuild bought by the CRO after their senior marketer left. The build converted, we stayed, and three years on we run the function.
80+Citations in AI answer engines, up from four, after the reposition and rebuild.
Read the case studyQuestions we get about positioning.
A few weeks. The sales narrative lands first. It usually runs as the first phase of a build, and it can run on its own.
Whoever owns revenue, and whoever will have to say the sentence out loud: the CEO or CRO, the head of sales, and the person who will run marketing afterward. Not a committee. Positioning is a decision, and decisions have owners.
No. We use working sessions to gather context and pressure-test choices, but we don't run workshops designed to reach consensus. Positioning needs a clear choice, and clear choices don't survive groupthink.
Some tension is expected; a clear position usually challenges an assumption somebody in the room holds.
We surface the disagreement early and settle it with market evidence, customer interviews and the competitive teardown, rather than by compromise. If the evidence doesn't settle it, the CEO does.
No. Positioning decides who you sell to, what you build, how you price, and which opportunities you decline. Product marketing activates it. If you have a PMM, this makes their job easier.
A position your leadership signed off on, with the evidence attached. One sentence your sales team can use on Monday. The audiences you focus on and the ones you've decided to ignore. Language executives can repeat without checking a document.
And then the site, the listings and the assets that put it in front of a buyer.
Rarely. A position should hold for years and evolve as the market does. If you're rewriting it every quarter, the first one wasn't a position.
If the build converts, we stay.
Marketing runs on a cadence, month to month. That's a separate decision, made on results, once the build ships. Read about Operate
Tell us what you're building.
The thing that has to ship, and by when. We'll tell you inside a business day whether we're the right fit and where we'd start.
We answer inside a business day.