Ekaterina Howard 3/20/25 Ekaterina Howard 3/20/25

[S2E3] How to: positioning

Before you start building a category of one (please don’t), listen to this conversation about positioning against incumbents. It’ll save you a lot of sweat and tears.

In this episode:

How B2B buyers think about shopping (hint: they don’t think it’s fun)
What startups can do to go against “big guys” and win
Examples of great positioning in the wild

Ekaterina Howard 2/27/25 Ekaterina Howard 2/27/25

[S2E2] How to find winning angles for your competitor pages

Competitor comparison pages are a must-have for every startup that’s ready to grow. Or are they?

In this episode:

When startups should consider building competitor comparison pages
How to think about framing the conversation
How competitor research can help with future differentiation and product development
Pros and cons of 2 popular frameworks: “Us vs everybody else” and “Why we’re better than {X}”

Ekaterina Howard 2/14/25 Ekaterina Howard 2/14/25

[S2E1] How to make research (like JTBD) a part of your company’s business processes with Eric White, ponder*

Ekaterina Howard 5/15/24 Ekaterina Howard 5/15/24

[S1E6] Katie Deloso: “Don’t sell them, just listen to them”

Ekaterina Howard 4/24/24 Ekaterina Howard 4/24/24

[S1E5] Diane Wiredu, Lion Words: Not everyone gets to be the Liquid Death of B2B SaaS — and that’s OK.

There can be no converting copy without messaging, and there’s no messaging without figuring out your positioning first. But how do they all work together – and how do storytelling and brand voice fit in?