Most UVPs don’t fail because they’re wrong. They fail because they’re generic or self-focused. A UVP should work like a mirror and a lens: reflect the customer’s current reality so they feel understood, then show the future state you enable. If prospects can’t see themselves, it’s not going to resonate and deliver the outcome your business desires.
Is Your UVP Doing Its Job? Read More »
Buyer personas often become wall posters — stock photos and stereotypes with no impact.
The fix isn’t better bios. It’s a shift in objective: map how the buyer decides. What triggers a search, what proof convinces them, what objections stall them, and what tradeoffs they’ll accept under pressure.
I Hated Buyer Personas Until… Read More »
“Mid-market companies” isn’t an ICP. It’s a lake. The bait is psychographics, triggers, buying behavior, and pain that’s urgent enough to act on.
The “I” matters: ideal means prioritizing who you should pursue now, not everyone who could buy. Focus compounds.
Stop Fishing with Generic Bait Read More »
Most mission and vision statements sound inspiring but fail under pressure.
A real North Star should do three things: name an urgent customer problem, make it easier to say “no,” and energize the people you want to attract. If it can’t guide decisions, it isn’t guiding.
A North Star That Doesn’t Guide…Isn’t Read More »
If “save time” is your unique value proposition, you’re not unique. Efficiency is table stakes now — like a dishwasher that cleans dishes.
Buyers don’t pay for efficiency; they pay for what it enables: more revenue, lower costs, or less risk. Name the outcome. Sell that.
Efficiency Isn’t the End Game Read More »
If work had no resistance, it wouldn’t feel like freedom…it would feel like emptiness.
Teams need challenges, but the right kind: the ones tied to real progress.
Leadership isn’t removing hardship. It’s stripping meaningless friction and focusing energy on hard problems that matter.
The Utopian Trap: Why Leaders Must Create Meaningful Challenge Read More »
We assume conflict comes from clashing personalities. It doesn’t.
This post explains why most tension at work comes from hidden priorities and self-preservation, and how recognizing that shift can turn conflict from destructive to constructive.
The Real Source of Conflict Isn’t What We Think Read More »
We love saying “we” when things go well, and hiding behind it when they don’t.
This post explores why responsibility doesn’t start with the team, but with the individual. Because when everyone is responsible, no one truly is.
There is No “I” in “We” Read More »
What just happened always feels most important, but it rarely tells the whole story.
This post explores recency bias, why our brains overweight the latest signal, and how leaders can stop overreacting to noise while still staying responsive to what matters.
Not all villains wear capes. Some just keep “helping.”
This post introduces The Meddler: the leader who reacts to noise, tweaks too soon, and breaks momentum.
The antidote? A clear operating thesis that tells you when to act, and when to stay the course.
