Why Following the Positioning Playbook Is Hurting Your Brand

Most companies follow the same five steps to position themselves— but it’s exactly why your brand blends into the noise.

In this blog, I challenge the conventional approach to positioning. Step by step, I reveal the hidden traps inside the standard framework and show you how to break free from the sameness.

If you want your brand to actually stand out in a crowded market, challenge the clichés, and build positioning that actually lands in the market it’s time to stop playing by the rules—and start rewriting them.

This isn’t a checklist. It’s a call to stand out.

Why Your PM Needs a Wingman – Not Another Job
In too many startups and lean teams, Product Managers are expected to wear the Product Marketing hat — but this one-role-fits-all mindset holds your product back. Product Management and Product Marketing are distinct, complementary functions that thrive together. This blog unpacks why separating the roles isn’t a luxury — it’s a growth multiplier. When your PM builds the product and your PMM makes it matter in the market, your business doesn’t just launch — it lands.

Lighthouses Are Dead. Long Live the AI-Powered GPS.
Product Marketing just got a serious upgrade — but are you ready for the ride? The days of simply ranking for keywords and hoping customers find you are over. Today, AI has turned search into a personalised GPS, guiding buyers through dynamic, real-time conversations. It’s no longer about planting flags — it’s about owning the map.

If your product messaging isn’t navigating today’s AI-driven landscape, you're already lost. In this blog, I explore how AI is reshaping product discovery — and why the future belongs to the marketers who can build the smartest, most strategic routes.

When the Storm Hits, Vision Matters Most

The global tech industry is staring down another wave of disruption—tariff hikes, geopolitical shake-ups, and rising inflation are turning up the heat, especially in AI and semiconductor sectors. Customers are pulling back, pipelines are stalling, and uncertainty is muddying decision-making.

But here’s the truth: moments like this separate the reactive from the ready.

This blog explores how bold product strategy, pricing agility, and customer-centric execution can help tech leaders not just ride out volatility—but use it as a springboard for long-term growth. The storm is here. The smart ones are already building the engines to break through.

Think you know your market? Think again.
Too many companies are playing in the wrong arena—chasing the wrong competitors, pitching the wrong buyers, and burning time on strategies that don’t convert. Whether you’re misaligned with your current category or building a brand new one, your growth depends on one thing: Knowing the market as it is, not as you wish it were.

This blog unpacks:

• The cost of getting your market wrong

• How to spot the real competition

• What it takes to lead a new category

• Why Product Marketing should be your strategic engine

If you’re ready to stop guessing and start owning your space—this one’s for you.

Great Messaging Doesn’t Need a Rewrite
When Sales Enablement is rewriting product messaging, it’s not agility—it’s a warning sign. Messaging should be sales-ready from the start, built upstream by Product Marketing in close alignment with Sales. Effective messaging speaks to buyer needs, translates tech into impact, and supports real-world selling. Sales Enablement isn’t the fixer—it’s the multiplier. To avoid wasted effort, inconsistent content, and slowed sales cycles, teams need tight collaboration early in the process. The fix isn’t a rewrite—it’s real partnership, strategic investment in PMM, and messaging built right the first time.

Effective product marketing goes beyond messaging—it requires seamless collaboration and communication with stakeholders. Misalignment can lead to confusion and lost opportunities, making it essential to establish clear processes.

Key best practices include understanding your role, communicating early and often, leveraging tools for consistency, and fostering trust through relationship-building. Avoid common pitfalls by keeping messaging simple and ensuring alignment through structured content to avoid customer confusion. Additionally, staying agile by learning from feedback and adapting strategies ensures continued success.

By prioritising these principles, product marketers can drive stronger alignment and impact across teams. What challenges have you faced in product marketing collaboration? Share your insights!

Outsourcing product marketing is not just a short-term fix but a strategic decision that can transform a company’s growth trajectory at any stage. Embracing outsourced product marketing offers agility, insight, and results that drive sustained growth and market leadership. Learn more on the 5 benefits of outsourcing Product Marketing.