Bob Wright, Founder of Firebrick Consulting, brings decades of expertise in B2B tech positioning to the discussion. He emphasizes the importance of 'selling the problem, not the product' to create urgency for buyers. Bob outlines three pivotal questions your positioning must answer: Why now? How are you different? Why does it matter? The conversation also covers the complexities of positioning post-acquisition and the evolving buyer landscape in SaaS, alongside insights on validating strategies with limited resources.