Without a real point of view, your company, your product, and all of your amazing features will drift into irrelevance amidst the soothing currents of the sea of sameness we see in the state of SaaS. (Just learned about this thing called alliteration!)

To help you avoid that terrible fate and aid you in developing your positioning, we are thrilled that Bob Wright, the Founder of Firebrick Consulting, joined co-hosts Craig Rosenberg and Matt Amundson on the show. Bob has helped hundreds of B2B companies define and refine their positioning over the last several decades and is one of the foremost authorities on the subject working today.

In this episode, Bob illuminates the criticality of ‘selling the problem, not the solution’, why positioning should be a CEO-led initiative, and the three questions that your positioning must answer for buyers.

Also, Craig eats the world’s loudest piece of chocolate and Matt tries to hire another guest while live on the podcast.

Critical Takeaways

• Sell the Problem, Not the Product. Focus on identifying and articulating the key problem your product solves for the customer. This creates urgency and relevance in the buyer's mind, making them more likely to engage with your solution.
• Your positioning should answer three key questions: 1. Why now? 2. How are you different? 3. Why does it matter to the customer? These answers create a compelling narrative that drives customer interest and action.
• Stop focusing on the features. Emphasize the broader business impact and outcomes rather than detailed product features. This approach resonates better with executive buyers who are more concerned with strategic advantages.
• Shift from explaining how your product works, to inspiring the customer on why it matters to them. This makes your message more compelling and memorable, driving stronger customer engagement and commitment.

Sponsored Segment

The Transaction is sponsored by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/

Interested in becoming a sponsor of The Transaction? Contact thetransaction@samguertin.com

Chapters

00:00 Highlights

01:56 Introducing Bob Wright, the Founder of Firebrick Consulting

07:36 Differentiate or Die

17:22 Portfolio Positioning Challenges

22:00 Targeting the Right Buyers

23:55 Expanding into New Markets

28:56 Maintaining Focus While Growing

31:06 The Importance of CEO Involvement

33:34 Effective Positioning Strategies

37:15 AI’s Impact on Positioning

41:52 Measuring Positioning Success

42:48 Analyst Influence and Market Trends

44:51 Explaining Positioning to the Board

47:11 The Role of Storytelling in Positioning

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Epic Quotes

• “Sell the problem, not the product.” - Bob Wright
• “ Don't waste all your go to market investments on shitty messaging.” - Bob Wright

Connect with Bob

• LinkedIn: https://www.linkedin.com/in/findurtruegenius/ 
• Website: https://firebrickconsulting.com/ 

Shoutouts

• AJ Gandhi: https://www.linkedin.com/in/anjaigandhi/ 
• Okta
• Microsoft
• Oracle
• SAP
• HPE
• Gartner

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