Brand + Positioning

How to Create a Fun and Engaging Go-to-Market Manifesto for Your Startup

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Building a startup involves more than just defining your product. To truly stand out, you need a Manifesto—a powerful statement that shapes your internal culture and how you present yourself in the market. While a positioning statement explains what you do, a Manifesto brings energy and excitement, turning your vision into something your entire team […]

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How to Create a Go-to-Market Manifesto: A 7-Step Process

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It isn’t enough to focus solely on positioning statements when building a successful go-to-market (GTM) strategy. To truly align your team and drive growth, you need something more—a Manifesto. A Manifesto defines your purpose, vision, and values and keeps everyone moving in the same direction as your company grows. In this article, I’ll walk you

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How to Craft a Strong Positioning Statement by Understanding Your ICP

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A clear positioning statement is essential for telling the market who you are, who you serve, and what sets you apart. To craft an effective one, you need a deep understanding of your audience. This starts with defining your Ideal Customer Profile (ICP). When you know your ICP inside and out, you can create a

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Why Core Values Are Critical for Business Partnerships and Growth

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One of the most important steps in building a business is establishing core values. These values serve as the foundation for decision-making, team alignment, and company culture. But they also play a crucial role in business partnerships. Without shared values, even the best business partnerships can fall apart. Want to strengthen your business and build

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Why Core Values Matter in Your Go-to-Market Strategy

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Core values are essential for any successful business. They guide decision-making, shape company culture, and influence how you connect with customers. In many cases, they serve as a “north star” for both internal teams and external audiences.  Brands like Rocket Mortgage and Basecamp have built their success around clear, actionable values that are regularly reinforced

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Why Storytelling Is Key to Your Go-to-Market Strategy

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In today’s crowded market, storytelling is one of the most powerful ways to connect with your audience. Share the story of why you started your company, your purpose, and your core values to set your organization apart and build trust with your customers. This engaging approach will increase loyalty and conversions.  Want to strengthen your

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How to Build Trust and Credibility with Your Website

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A faceless brand can make it harder for prospects to trust you. Your website’s lack of personal connections erodes credibility, making conversions less likely. To build trust with website, you need to show the people behind your business.  Focusing on about page optimization with text that tells your story and highlights your leadership team can

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Why Your Entrepreneurial Manifesto is Key to Market Positioning

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Every entrepreneur has a unique perspective. It’s what guides market positioning for entrepreneurs. You bring a different way of doing things. But as your business grows, that uniqueness can get lost in the noise of challenges, competition, and the struggle against the old ways of doing things. This is where your manifesto becomes essential. Your

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How to Evaluate a Competitor’s Website: What You Really Need to Know

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Many business owners see a competitor’s website and think, “I want mine to look like that!” But before you rush to copy what looks like a successful site, it’s important to dig deeper. Not all websites that look good actually drive business. In this article, I’ll walk you through how to conduct a competitor website

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