Unlearn How to Clearly Position What You Do with Anthony Pierri
When it comes to product positioning, clarity isn’t just a communication tool—it’s a strategic advantage. In this episode, I sit down with Anthony Pierri, co-founder of FletchPMM, a product marketing consultancy that’s helped over 400 B2B software startups discover and sharpen their positioning. We explore how founders can unlearn generic marketing advice, clarify their message, and activate their strategy through one often-overlooked asset: their homepage.
Anthony brings practical frameworks, real-world stories, and a refreshing candor to a space that’s often muddled with jargon. This is a must-listen for any founder, PMM, or GTM leader tired of being misunderstood—and ready to focus.
FletchPMM is a product marketing consultancy that helps B2B tech startups nail their positioning and bring it to life through a purpose-built homepage. Alongside co-founder Rob Kaminski, he’s helped more than 400 companies craft focused, champion-centered messaging that converts.
Key Takeaways
- Clarity wins: Positioning isn’t about vision—it’s about specificity, segmentation, and telling your champion’s story.
- Unlearn the fluff: Ditch the vague benefits and generic promises. Customers need to know what you do and how it helps them.
- Focus = traction: Trying to be everything to everyone dilutes your impact. Specialization creates memorability and repeatability.
- Your homepage is your positioning: It’s the one asset every stakeholder sees—customers, investors, your team. Make it count.
- Position for the champion, not the budget holder: Focus your messaging on the person closest to the problem—not the executive who cuts the check.
Additional Insights
- Positioning is pattern recognition: Anthony shares how lessons from church leadership and freelancing helped him recognize early signs of positioning misalignment—even before he had the language for it.
- Inbound scale comes from consistency, not creativity: With over 500 companies served, Fletch’s success has come from delivering one service, the same way, every time—not by chasing new ideas or tactics.
- Founders often confuse luck with repeatability: Anthony reveals how many early startup wins come from personal networks—and how this masks the real need for scalable positioning and segment focus.
- Mispositioning starts with the homepage: Anthony critiques vague, benefits-only messaging like “Make Yes Work”—demonstrating how the lack of a clear product reference point derails understanding and action.
- Repositioning is an organizational act: Referencing Klaviyo and Meta, Anthony shows how homepage messaging isn’t just about marketing—it forces internal alignment by making strategic bets visible to every team member.
Episode Highlights
00:00 – Episode Recap
Anthony Pierri shares how a seemingly minor contradiction in a church’s mission statement became his first exposure to a positioning problem—planting the seed for a career built around clarity.
01:30 – Guest Introduction: Anthony Pierri
Barry introduces Anthony, co-founder of FletchPMM, a consultancy that’s helped 400+ B2B software startups craft focused, conversion-driving homepages.
05:09 – The Real Cost of Doing Everything
Why trying to serve every persona or use case is the quickest way to stall traction—and how narrowing your focus builds momentum.
07:14 – Specialization is a Strategic Advantage
Anthony explains how one service, delivered one way, to one segment unlocked a scalable, inbound engine for Fletch.
11:42 – Sales Strategy or Sales Chaos?
The folly of hiring SDRs before narrowing your GTM focus—and why customer acquisition doesn’t scale without segment clarity.
14:03 – Champion-Centric Positioning
Don’t aim for the budget holder—speak to the person closest to the problem. They’ll become your internal advocate.
22:07 – How AI Will Impact Product Positioning
As software creation and discovery become more agent-driven, Anthony sees the same need for ultra-specific, capability-first messaging.
29:19 – Talking About Yourself Without Talking About Yourself
Positioning isn’t self-promotion—it’s about telling a compelling story that reflects your champion’s reality.
35:15 – The “Tell Me More” Effect
Great positioning doesn’t try to say everything. It just gets the right person to say, “Tell me more.”
38:17 – Your Homepage is Your Most Important Asset
The homepage isn’t just a lead gen tool—it’s the most visible alignment document your org has. Make it reflect your real strategy.
44:53 – Changing the Narrative at Scale
Anthony shares why embedding your positioning on the homepage is more powerful (and more visible) than internal decks ever will be.
46:35 – How to Structure a Homepage That Converts
Barry and Anthony unpack how to use messaging anchors, problem framing, and customer-centric storytelling to guide your homepage narrative.
Useful Resources
- FletchPMM Website
- Anthony Pierri on LinkedIn
- April Dunford – Obviously Awesome
- Wynter – Message Testing