Playbook
Positioning Reset in 30 Days
Marketing
8 min read
Week 1: interviews
Interview 8 customers (5 won, 3 churned), 3 lost prospects, all 3 co-founders, top 2 sales reps.
Week 2: synthesis
Map themes to a 2x2 or ranked list. Draft ICP v2. Draft category positioning. Draft three message hypotheses.
Week 3: pressure test
Run message tests: 30-second pitch to 10 target buyers, cold email A/B, landing page hypothesis with paid traffic. Kill the loser fast.
Week 4: rollout
Rewrite homepage hero, sales deck first three slides, cold email cadence, and pricing page copy.
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