Clearer revenue decisions start with a shared understanding of the customer.
This is where I write about the research, positioning, messaging, and alignment issues that help B2B teams make better decisions, tell a more consistent story, and grow with more confidence.
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When revenue stalls, the first explanation is not always the right one. Learn how to separate symptoms, assumptions, and working hypotheses before...
Compare research strategists, marketing consultants, agencies, and fractional CMOs, and learn which type of support your business needs.
Vague B2B copy is rarely a writing problem. Four questions reveal what’s missing from your homepage messaging, and why resolving it is difficult
AI content sounds generic when customer language, positioning decisions, and market insight are missing from its inputs. Data clean-up alone will not...
When the sales pitch only works when the founder tells it, the problem isn't the team. It's a story that was never properly documented. Here's what...
Sales and marketing misalignment is operational, not cultural. Here's what it costs and how a research-driven messaging framework fixes it.
Complex B2B teams often write unclear copy because they expect buyers to connect the dots. Learn how customer research breaks the curse of knowledge.
A walkthrough of a real research project — the questions, tools, AI prompts, and analysis. Plus where desktop research stops and interviews take over.
Two rebrands. One built on internal opinion, one built on customer research. Here's what the difference looked like in practice.
Most customer research doesn't fail in the field. It fails when the findings land in a document nobody acts on. Here's how to close that gap.
Customer research avoidance is usually a process problem, not a people problem. Here's what it costs — and how to fix the approach.
Customer research is an easy budget to cut — until something goes wrong. Here's how to build the case for it before that happens.
Original research earns AI citations and builds search visibility in ways optimised content can't. Here's why it matters — and how small teams can do...
AI tools generate customer insight that looks right, reads well, and reflects category averages. Not your customers.
Why companies skip user research — and what it costs them. Four internal blockers, and what's actually driving them.
Customer interviews reveal what analytics can't: why buyers decide the way they do. A guide to running them well in a B2B context.
Learn how to build a continuous research process to stay aligned with customer needs, uncover new insights regularly, and make smarter product...
Master competitive analysis to excel in product marketing. Learn strategic frameworks, tools, and techniques for effective market positioning and...
When B2B messaging stops working, the fix isn’t better copy. It’s better customer insight. Here’s what’s really going wrong.