Category: Messaging & Positioning
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Claim Central bet nearly $1M that rebranding could cover cracks in their US expansion. They renamed themselves Wilbur, aiming for Wilbur Wright but evoking Charlotte’s Web instead. It became the perfect case of lipstick on a pig: flashy brand identity masking a confused business identity and a product with no real market fit. TL;DR Results…
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Brand identity isn’t a logo or color palette — it’s the system of visual, verbal, and strategic elements that define how your company is perceived in the market. For early-stage B2B companies, brand identity is not a “nice-to-have.” It’s the foundation that makes you memorable, trustworthy, and selectable before buyers ever engage with sales. Research…
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Business identity is the internal clarity about purpose, problem solved, and customer understanding that forms the bedrock of revenue growth. Brand identity is how that clarity shows up externally in messaging, perception, and design. Aligning the two creates organizational cohesion, sharper positioning, and measurable GTM results. TL;DR Results at a Glance 📊 The Data 🏢…
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Intro Founder storytelling is paramount, but before I understood good, strategic storytelling, I tried everything else. At Qv21, I built out a Challenger-style sales process—complete with reframes, insight pitches, and structured talk tracks. It worked… sometimes. But too often, the insight fell flat. It felt like I was giving a TED Talk to buyers who…
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People like to buy—but they hate to be sold.That truth is what makes a discovery call fail before they even start. Instead of a conversation, reps run through a checklist. Instead of uncovering motivation, they manufacture pain. And instead of guiding buyers, they push them—right into silence or objections. But it doesn’t have to be…