There are a million nice ways to say something.
Any AI can write these in seconds.
None of them is a reason to choose you.
Practical guides to positioning, narrative and communications from a decade of doing the work in hypergrowth B2B SaaS. Written for founders, marketers and communicators at startups and scaleups.
Start here
Three practical guides.
Everything I've learned about positioning, narrative and communications, organized so you can use it. Each guide links to shorter posts on specific problems.
- Differentiating when products converge
- Choosing your category
- Testing against buyer scrutiny
- Uncovering the narrative status quo
- Doubling down or countering it
- Testing it over time
- Campaigns, not announcements
- PR, keynotes and analyst relations
- Measuring what lands
“We can explain everything our product does. We can't explain why someone should choose us.”
Early products can solve a lot of problems. Strong positioning makes a choice: which problem matters most, for whom, and why your approach deserves to win.Sound familiar?
“We're good at what we do. But increasingly, so is everyone else.”
When products and claims converge, competing on features becomes a race nobody wins. The opportunity is to change the conversation and give buyers a different way to decide.“The market is changing. We're not sure how our story should change with it.”
New technology, new competitors, and new buyer expectations can make yesterday's position obsolete. Sometimes the opportunity isn't to defend your old position, it's to find the next one.What I believe
Four ideas behind everything here.
Messaging framework last.
Find the message in a real pitch first. The framework is how you scale it, not how you discover it.
Why the framework comes last →Successful communications must be built on a narrative.
Without one, every launch, keynote and campaign tells a different story. With one, they add up.
Why narrative comes first →Positioning is about perspective.
Your product choices, focus areas and gaps all follow from how you believe the problem should be solved. Positioning makes them defensible.
Making your choices defensible →AI can write your messaging, but it can't give you a point of view.
Fluent words are cheap now. The advantage is an argument that holds up when a buyer starts asking questions.
What AI can't supply →WHO’S WRITING
I'm Lara George. I spent eight years helping scale a B2B SaaS company through hypergrowth, leading product marketing, positioning, and analyst relations along the way. These guides are what I learned.
Built in the market, not in a consulting deck.
I take on a small number of advisory projects.
When a company's positioning or narrative problem is a strong match for what I do, I work with founders and go-to-market leaders to solve it.