Workshops
Structured sessions, built around your actual offer.
Every module below can run as a standalone session or as part of a longer sequence. The order below reflects how most teams move through the material, though we adjust depending on where a team already stands.
Format & structure
Sessions run as half-day or full-day workshops, depending on how many modules a team wants to cover. Groups stay small, usually between four and twelve people, so everyone gets time to work on their own version of the exercises rather than watching someone else present.
A typical half-day includes a short framing talk, two structured exercises, and a closing round where each small group reads their draft statement aloud to the rest. That last part tends to be the most useful, since hearing your own positioning out loud reveals gaps that reading it silently does not.
Modules
Mapping the real competitive set
Teams often compare themselves to the wrong companies. This module starts by identifying who a buyer actually considers alongside you, which is not always who you assume.
Finding the defensible difference
Working from real product, process, and delivery details rather than aspirational language, teams identify two or three things that are true and specific to how they work.
Writing the positioning statement
A structured template guides teams through drafting a working statement, covering the audience, the situation, and the specific difference identified earlier.
Messaging Lab: turning position into language
Groups translate the positioning statement into a handful of message variants for different channels, then test them against a panel of tough questions.
Rolling it out across teams
The final module focuses on documentation and handoff, so sales, marketing, and product teams keep using consistent language after the workshop ends.
Who should attend
The workshops work well for founding teams shaping their first real positioning, marketing teams revisiting messaging that has gone stale, and sales teams who need language that survives a live conversation, not just a slide. We have also run sessions for product teams preparing to launch a new offer inside an existing company.
They tend to work less well as a solo exercise. Much of the value comes from hearing colleagues push back on a draft statement in real time, so we recommend bringing at least a small cross-functional group rather than attending alone.
Materials & follow-up
Every session ends with a written document: the positioning statement, supporting message variants, and notes from the discussion. Teams receive this as an editable file, so it can continue evolving after the workshop rather than sitting untouched in a folder.
Some teams request a short follow-up call a few weeks later, once they have tried the new language with real prospects. That conversation is optional and scoped separately depending on what a team needs.