Strategy · Deep dive 02
Vision & Positioning
A one-sentence north star that survives a real week. We help you shape the why, the who, and the single thing this product does better than anything else — so every later decision has something to point at.
In one line
Part research synthesis, part brand sharpening, part decision- making discipline. You end up with a written vision your team can recite under pressure and a positioning that survives the next investor call, sales pitch, and hiring loop.
Does this sound familiar?
-
Your elevator pitch changes depending on who's in the elevator.
-
Two people in leadership have subtly different mental models of what the product 'really is' — and no one has noticed yet.
-
Marketing, sales, and product each describe the audience with different adjectives.
-
Every roadmap debate ends in 'we should just do both' because there's no shared view of what matters.
-
New hires take four months to stop saying 'I think we do…' instead of 'we do…'
The customer payoff
The payoff
What you feel once it’s running.
A memorable, defensible one-line positioning the whole team can use without coaching.
-
A narrative arc that works across pitch deck, landing page, and onboarding.
-
A forcing function for roadmap trade-offs — features that don't serve the position get harder to justify.
-
Less noise in marketing, sales, and hiring because everyone's pulling on the same rope.
Phases
⏱ 2–4 weeksHow Vision & Positioning actually runs.
-
01
Diagnose
Lightweight research and internal interviews to surface the working models leadership and the team already hold. We write them down so we can see where they agree and where they quietly don't.
-
02
Frame
A facilitated workshop with decision-makers where we shape the core positioning statement together. Drafted in the room, edited live, no escape hatch of 'we'll revisit offline'.
-
03
Stress-test
We run the draft through three real scenarios — a pitch, a landing page, a sales conversation — and find where it breaks. It always breaks somewhere; the second draft is the one that holds.
-
04
Codify
Written positioning doc + story arc + supporting language bank. Packaged so marketing, sales, and product can use it without more meetings.
The hand-off
You get
What lands in your hands — every artefact, nothing hidden.
-
One-line positioning statement with rationale
-
Narrative arc — problem, stake, insight, offer
-
Audience definition with primary and adjacent segments
-
Language bank (do-say / don't-say) for the whole team
-
Pitch deck structure + landing page outline matching the position
-
Recorded walkthrough for new-hire onboarding
Straight questions
-
Q·01 Is this a branding engagement or a product engagement?
It sits between them. We aren't picking fonts or drawing logos here — we're deciding what the product is and who it's for, which is what branding should be built on.
-
Q·02 How is this different from the discovery deep dive?
Discovery gathers evidence. Vision uses evidence to make the decision. Most teams need discovery before vision; a few skip it because they already have the signal.
-
Q·03 Can you run this without leadership in the room?
No. Positioning is a leadership decision. We'll run the workshop efficiently, but the people who can commit the company have to be in it.
-
Q·04 What if leadership disagrees about positioning?
Then the engagement is worth double. The workshop surfaces the disagreement and we resolve it in-room rather than letting it play out in roadmap debates for another year.
-
Q·05 Do we need a blank slate to do this?
No — often we're sharpening an existing position that has drifted. If you already have a pitch deck and a landing page, we diagnose where they diverge and realign them.
-
Q·06 How often should positioning change?
Not often. A good position holds through 12–24 months of normal growth. If you're re-running this every quarter, something upstream is wrong — usually discovery."
Ready to start
Sharpen the story.
Two or three weeks to a one-liner the whole team can say by heart. Let's see what yours should sound like.
Start positioningThe wider map
Every service page at a glance.
Each link below opens a dedicated page on that specific piece of one of our four service pillars. Jump sideways — different service, same way of working.
Digital Product Strategy
Service overview →- 01 Discovery & Market Fit
- 02 Vision & Positioning — you’re here
- 03 Roadmap & Prioritisation
- 04 Experience Strategy
- 05 Technology Advisory
- 06 CTO as a Service
- 07 COO as a Service