Read your homepage, deck, or ad copy and ask: “Is this written to sound smart, or to make someone feel understood?” If it reads like you're writing about yourself, flip it. Make the audience the hero of the story — not your product.

If your homepage starts with “we,” your customer’s already gone. Make them the subject. Make the problem theirs. Make the value obvious.

Read your copy out loud. If it sounds like you’re pitching at someone instead of helping them, flip the sentence. “We help X” >>> “You get Y”

Most startup copy says: “We’re building a platform that…” No one cares. Start with the problem. Speak to the pain. Make the reader feel seen.

You is a mirror. We is a monologue. You builds clarity. We builds ego. Use “we” to offer. Use “you” to connect.

“We’re on a mission to make marketing easier.” Try this instead: “You’re busy, under pressure, and need a strategy that doesn’t waste time. That’s what we’re here for.” That’s the shift.

Messaging rule of thumb: Use “you” for pain, relevance, outcomes Use “we” only when you’re promising to help and make it clear how. You’re not the protagonist. You’re the person who helps them stop struggling and move forward. That’s how clear copy sells.

If people keep saying “oh so you’re like [X]” but they’re wrong, your positioning isn’t doing its job. The right story stops you being seen as just another option. It makes you the obvious choice.

If your sales deck, homepage, and pitch all sound slightly different. It’s not a copy issue. It’s a narrative one.

Most B2B startups get stuck talking about features. The winners lead with the real problem their customers feel every day. Positioning isn’t about sounding clever. It’s about making your story simple to remember and easy to say.

You know your product is great, but somehow it doesn’t land with your audience. Often that frustration comes from a story that’s too complicated or unfocused. Clear, simple stories get remembered.

Your startup’s best chance to stand out is not more features. It’s a clear story that shows exactly how you solve a pain your customers feel. Positioning is a clarity problem, not a brand problem.

If your audience can’t say what you do in one sentence, your positioning is too complex. Simplify your story so it’s easy to remember and easy to repeat. That’s how you punch above your weight.

If your message feels like it’s bouncing off walls, it’s not because you’re not trying hard enough. Sometimes the real problem is your audience doesn’t hear what you solve. Clear positioning brings that front and centre.

Startups often focus on what they build instead of who they help. The strongest positioning zeroes in on your customer’s real ambition or frustration. That’s where the story starts.

Clear positioning isn’t about clever words. It’s about simple words that make your audience feel understood. When you nail that, everything else falls into place.

Struggling to explain what your startup actually does? That fuzzy feeling usually means your positioning needs more clarity. When the story clicks, everything else feels easier.

A strong position means your audience sees you as the answer to their problem, not just another option. Focus on their pain, speak plainly, and watch your story stick.

Pitching feels exhausting when you’re repeating yourself and getting nowhere. Unclear positioning means harder conversations. A sharper story makes every chat feel smoother and more natural.

You want to stand out, but your offer blends into the crowd. That’s often because the story isn’t focused on the real pain your audience feels. When you find that pain and tell it simply, you'll get noticed.