Topic
Positioning & Messaging
Why understanding your product isn't the same as wanting it — and the frameworks that close the gap.
People can understand exactly what you built, nod along on the call, and still not buy. This cluster is for the layer underneath the pitch: what job a customer actually hired your product to do, why 'start with why' only works once you know what each part of it is for, and how to turn that into a message a stranger can repeat back to you.
Jobs to Be Done, Explained With the McDonald's Milkshake Story
McDonald's spent millions on a better milkshake and sales didn't move. What fixed it was consistency, not flavour — and why that matters for your product.
Read moreThree Sentences That Make Your Product Make Sense
Start with why is good advice that didn't fix my marketing on its own. What each part of the golden circle is actually for — contrarian thought, secret sauce, relatable — and what it did to our inbound.
Read moreThey Understood What I'd Built. They Still Didn't Buy.
People understood the product, nodded along on every call, and then nothing happened. Understanding a product and understanding its use case turned out to be two different things — and only one of them makes people buy.
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