Stop selling to everyone and the right buyers will find you
A structured working session that defines your ideal customer, names the trigger event that turns them into buyers, and rewrites how you describe the product so the right people self-select in — and the wrong ones move on.
"Anyone who…" is not a target market
If your pitch starts with "anyone who…" or your homepage tries to speak to everyone, you don't have positioning — you have a product hunting for a market. The symptoms show up everywhere, but the cause is the same.
Your sales calls feel scattered
Every prospect asks different questions and pushes back on different things. You end up tailoring the pitch live on every call. Without a defined ICP, you can't predict objections, qualify out fast, or build a repeatable sales motion.
Your website doesn't convert
Traffic shows up, scrolls, and leaves. The copy tries to be relevant to too many people and ends up specific to none. A homepage written for "everyone" is functionally written for no one.
Your roadmap is full of edge cases
When you don't have a clear ICP, every customer's request feels equally valid. The roadmap fills up with features for buyers you shouldn't be optimizing for — and the product gets bloated trying to serve them all.
What you walk away with
Not abstract personas. Not a marketing exercise. A specific definition of who you're for, what triggers them to buy, and how to talk about your product so they recognize themselves immediately.
Pre-Session Questionnaire
You complete a structured intake covering your product, your current customer mix, who you think your audience is, and what's working or not in how you describe the product today. I review it ahead of time so we go straight into the work.
One or Two Working Calls
Focused Session: a single 45-minute call to pressure-test your audience assumptions and surface positioning issues. In-Depth Review: a 30-minute kickoff call, async analysis of your current positioning and customer mix, then a 60-minute delivery call to walk through findings.
Written Takeaway
A memo with your defined ICP, the trigger event that signals readiness to buy, and recommended positioning language. For In-Depth Review, this expands into a full positioning document with messaging recommendations across your website, sales materials, and product decisions.
Three steps to a buyer you can name
From booking to positioning document in under two weeks. The intake does the heavy context-loading so the live session goes straight into the work.
You share what you know about your customers
After booking, you complete a structured questionnaire covering your product, your current customers, who you think you're for, and what's working or not about how you describe it today. Takes about 15 minutes.
We work through it together
Depending on the service level, we work on a live focused session to challenge your audience assumptions and clarify positioning, or we do an in-depth review of your ICP definition and positioning recommendations.
You get language that works
Within 48 hours of the final call, the written takeaway lands in your inbox. A clear ICP, a named trigger event, and positioning language you can use immediately across your website, sales calls, and product decisions. Session transcript included.
Sound like your situation?
Positioning work is useful at any stage where the product exists but the right buyer hasn't been named precisely. Here are the most common starting points.
"I know what I'm building but I'm not sure who it's really for"
You've been building for a broad audience and now you need to pick a beachhead. The right positioning work at this stage keeps you from building the wrong features, targeting the wrong channels, and writing copy that converts no one.
"We have customers but they're all different and we can't figure out the pattern"
Your first customers came through relationships, referrals, or luck. They're wildly different from each other. You need to find the common thread — the specific buyer type and trigger event — before you try to scale acquisition.
"Our marketing isn't converting and we're not sure if it's the message or the channel"
Before you spend more on ads, content, or outbound, you need to know whether the positioning is the problem. Bad positioning makes every channel look broken. Clear positioning makes almost any channel work better.
"We're pivoting and we need to redefine who we're going after"
A pivot changes the product or market or both. Either way, the positioning work has to happen before the marketing does. Otherwise you're just running the old message at a new audience and wondering why it doesn't land.
Pick the depth that fits your stage
Two ways to work together. Both include a written takeaway. The difference is whether we go deep enough to produce a full positioning document you can put to work immediately.
Focused Session
45-minute single call
- Pre-session questionnaire (15 min to complete)
- 45-minute working session over Zoom
- Session transcript delivered after
- Written summary: ICP definition, trigger event, and recommended positioning direction
- Best for founders who need a clear direction before writing a word of copy
In-Depth Review
30-min kickoff + 60-min delivery call
- Everything in the Focused Session, plus:
- 30-min kickoff call to scope what to analyze
- Async review of your current positioning, website, and customer mix
- 60-min delivery call to walk through findings
- Full positioning document: ICP, trigger event, and messaging recommendations for website, sales, and product
- Best when you're ready to rewrite your site or reset your sales motion
Frequently asked questions
What makes you qualified to help with B2B SaaS positioning?+
I've defined ICP and positioning across multiple B2B SaaS products — from building 3dcart's merchant audience from scratch to repositioning Gorgias's AI Agent offer within a competitive CX market. I'm not a brand consultant running workshops. I'm an operator who's made positioning decisions that affected roadmaps, sales motion, and acquisition strategy. My job is to help you get to a specific, defensible answer faster than you'd get there alone.
Can we sign a mutual NDA before the session?+
Yes — happy to sign a standard mutual NDA before you share details about your product or customer mix. I can send a short one if you don't have one already, or sign yours if it's reasonable. Just request it during scheduling.
Can I schedule a follow-up if I want help executing on the positioning?+
Yes. Positioning work often surfaces follow-on questions — how to rewrite the website, how to retrain the sales team, how to adjust the roadmap. The most common next step is B2B SaaS Advisory, starting at $750/month for the Sounding Board tier, for ongoing input as you roll out the new positioning.
My product serves multiple segments — can we still do this?+
Yes, and that's often exactly when you need it most. Serving multiple segments without a defined ICP usually means under-serving all of them. We'll work through which segment has the highest concentration of ideal customers and the clearest trigger event — that's the beachhead. You can always expand from a position of strength.
Do I need to have existing customers for this to be useful?+
No. Pre-launch founders use this to define the audience before building features for the wrong people. Founders with early customers use it to find the pattern in who's actually getting value. Both are valid starting points. The questionnaire adapts to where you are.
Can I share the positioning document with my team or investors?+
Yes. The deliverables are yours. Most founders share the positioning document with their co-founder, marketing lead, or advisors. Some use it to anchor investor conversations about who they're going after and why.
How soon can we meet after I book?+
Usually within one to two weeks. The pre-session questionnaire takes about 15 minutes, and I schedule sessions within 5–10 days of receiving a completed intake. For In-Depth Review, the kickoff and delivery calls are typically 5–7 days apart.
Name your buyer before you spend another dollar on marketing
Pick the depth that fits. Written takeaway either way.