How to Perfectly Position Your B2B Brand in 34 Minutes

When I came into software, I didn't have When I came into software, I didn't have software as my background. Had no idea software as my background. Had no idea software as my background. Had no idea what a B2B company meant. Never heard what a B2B company meant. Never heard what a B2B company meant. Never heard the phrase SAS. I came into it late late the phrase SAS. I came into it late late the phrase SAS. I came into it late late in life. And what would happen is when I in life. And what would happen is when I in life. And what would happen is when I would read people's homepages of these would read people's homepages of these would read people's homepages of these software companies, I would say, I can't software companies, I would say, I can't software companies, I would say, I can't wait until I get smart enough to wait until I get smart enough to wait until I get smart enough to understand what these people are talking understand what these people are talking understand what these people are talking about. And then after a little while, I about. And then after a little while, I about. And then after a little while, I realized, wait a minute, I think they're realized, wait a minute, I think they're realized, wait a minute, I think they're actually just not saying anything at actually just not saying anything at actually just not saying anything at all. And just some of my favorite all. And just some of my favorite all. And just some of my favorite egregious examples. Uh, this is a great egregious examples. Uh, this is a great egregious examples. Uh, this is a great one. Revenue orchestration platform one. Revenue orchestration platform one. Revenue orchestration platform because who doesn't want to orchestrate because who doesn't want to orchestrate because who doesn't want to orchestrate some revenue, right? Drive predictable some revenue, right? Drive predictable some revenue, right? Drive predictable growth powered by AI. See why these growth powered by AI. See why these growth powered by AI. See why these teams rely on Clarity to run revenue. teams rely on Clarity to run revenue. teams rely on Clarity to run revenue. Run revenue. It sounds like an Run revenue. It sounds like an Run revenue. It sounds like an interesting type of software to just interesting type of software to just interesting type of software to just print money, I guess, for your business. print money, I guess, for your business. print money, I guess, for your business. I'm hoping all of you guys are using I'm hoping all of you guys are using I'm hoping all of you guys are using Clary to print your money like me. Uh, Clary to print your money like me. Uh, Clary to print your money like me. Uh, another good one. This is a great one. A another good one. This is a great one. A another good one. This is a great one. A better way to revenue, the AI revenue better way to revenue, the AI revenue better way to revenue, the AI revenue platform. And as you can see, there's platform. And as you can see, there's platform. And as you can see, there's some little folks around the side.

some little folks around the side. some little folks around the side. They're doing something something about They're doing something something about They're doing something something about RevOps. There's a CS, a seller. So, just RevOps. There's a CS, a seller. So, just RevOps. There's a CS, a seller. So, just really cool stuff. And then even like really cool stuff. And then even like really cool stuff. And then even like the products that we all use today, uh the products that we all use today, uh the products that we all use today, uh they also have like amazingly helpful they also have like amazingly helpful they also have like amazingly helpful descriptive copy of what they do, right? descriptive copy of what they do, right? descriptive copy of what they do, right? Where work happens. It's a cool Where work happens. It's a cool Where work happens. It's a cool co-working space that just started in my co-working space that just started in my co-working space that just started in my town. It's called Slack. You guys could town. It's called Slack. You guys could town. It's called Slack. You guys could check it out if you're ever in Chicago. check it out if you're ever in Chicago. check it out if you're ever in Chicago. Uh that's where all my work happens. I Uh that's where all my work happens. I Uh that's where all my work happens. I go there. It's on the third floor of uh go there. It's on the third floor of uh go there. It's on the third floor of uh uh one of the buildings downtown. So in uh one of the buildings downtown. So in uh one of the buildings downtown. So in reality, it's not a copy problem that reality, it's not a copy problem that reality, it's not a copy problem that leads to this type of messaging. It's a leads to this type of messaging. It's a leads to this type of messaging. It's a positioning problem and the problem positioning problem and the problem positioning problem and the problem originates in different places depending originates in different places depending originates in different places depending on the size of your company. All the on the size of your company. All the on the size of your company. All the examples that I shared are very large examples that I shared are very large examples that I shared are very large companies and they end up with that kind companies and they end up with that kind companies and they end up with that kind of gobbledygook because they have a of gobbledygook because they have a of gobbledygook because they have a bunch of executives with really big bunch of executives with really big bunch of executives with really big titles, giant comp packages and titles, giant comp packages and titles, giant comp packages and multi-million dollar branding agencies multi-million dollar branding agencies multi-million dollar branding agencies that are trying to puff them up and they that are trying to puff them up and they that are trying to puff them up and they end up with after these long engagements end up with after these long engagements end up with after these long engagements with stuff that doesn't really say with stuff that doesn't really say with stuff that doesn't really say anything. and none of them are super anything. and none of them are super anything. and none of them are super happy with it, but they pat themselves happy with it, but they pat themselves happy with it, but they pat themselves on the back and they're like, "This is on the back and they're like, "This is on the back and they're like, "This is great. I get to leave my mark in this great. I get to leave my mark in this great. I get to leave my mark in this company and then I'll go somewhere else company and then I'll go somewhere else company and then I'll go somewhere else and destroy the next company's and destroy the next company's and destroy the next company's branding." So, it's a kind of fun cycle branding." So, it's a kind of fun cycle branding." So, it's a kind of fun cycle for the big companies. But in the early for the big companies. But in the early for the big companies. But in the early days, if you're a smaller startup days, if you're a smaller startup days, if you're a smaller startup founder, like many of you are in this founder, like many of you are in this founder, like many of you are in this room, you likely also struggle with room, you likely also struggle with room, you likely also struggle with positioning, but for less annoying positioning, but for less annoying positioning, but for less annoying reasons. It's you're building a new reasons. It's you're building a new reasons. It's you're building a new product. You're trying to get it out product. You're trying to get it out product. You're trying to get it out into the world, and it's not always easy

into the world, and it's not always easy into the world, and it's not always easy to explain it to people. And I've even to explain it to people. And I've even to explain it to people. And I've even chat with some people here. It takes a chat with some people here. It takes a chat with some people here. It takes a little bit to walk through all the little bit to walk through all the little bit to walk through all the different aspects of your product to get different aspects of your product to get different aspects of your product to get people to understand exactly what it people to understand exactly what it people to understand exactly what it does and why people would need it. And does and why people would need it. And does and why people would need it. And the problem is when you take that, you the problem is when you take that, you the problem is when you take that, you know, 1 to two to five to 30 45 minute know, 1 to two to five to 30 45 minute know, 1 to two to five to 30 45 minute explanation to explain the product. If explanation to explain the product. If explanation to explain the product. If you tried to put that somewhere like a you tried to put that somewhere like a you tried to put that somewhere like a homepage, all of a sudden you've lost homepage, all of a sudden you've lost homepage, all of a sudden you've lost people because nobody reads homepages people because nobody reads homepages people because nobody reads homepages for 45 minutes except me and my for 45 minutes except me and my for 45 minutes except me and my co-founder Rob, which is uh very sad. co-founder Rob, which is uh very sad. co-founder Rob, which is uh very sad. But in general, what is positioning for But in general, what is positioning for But in general, what is positioning for us? Positioning, it's answering three us? Positioning, it's answering three us? Positioning, it's answering three questions. It's the act of deciding who questions. It's the act of deciding who questions. It's the act of deciding who is your product for, what is it, and why is your product for, what is it, and why is your product for, what is it, and why is it better? And the whole goal of is it better? And the whole goal of is it better? And the whole goal of positioning is kind of like that movie positioning is kind of like that movie positioning is kind of like that movie Inception. You want to get a spot in the Inception. You want to get a spot in the Inception. You want to get a spot in the minds of your customers where they think minds of your customers where they think minds of your customers where they think of you like the mental availability that of you like the mental availability that of you like the mental availability that when they're in a moment of struggle, when they're in a moment of struggle, when they're in a moment of struggle, they would say, "Oh, I remember there's they would say, "Oh, I remember there's they would say, "Oh, I remember there's a product that solves this specific a product that solves this specific a product that solves this specific problem or I'm stuck in this broken problem or I'm stuck in this broken problem or I'm stuck in this broken process. I think there's probably process. I think there's probably process. I think there's probably software that I could get that would software that I could get that would software that I could get that would make it better." And the idea with make it better." And the idea with make it better." And the idea with positioning is actively choosing who positioning is actively choosing who positioning is actively choosing who your product is for, what it is, and why your product is for, what it is, and why your product is for, what it is, and why it's better to try to get a spot in it's better to try to get a spot in it's better to try to get a spot in their minds so that they think of you their minds so that they think of you their minds so that they think of you and they don't think of your and they don't think of your and they don't think of your competitors. But to give you some fun competitors. But to give you some fun competitors. But to give you some fun examples of repositioning that maybe you examples of repositioning that maybe you examples of repositioning that maybe you familiar with, maybe not. How many of familiar with, maybe not. How many of familiar with, maybe not. How many of you have ever drank Celsius on the you have ever drank Celsius on the you have ever drank Celsius on the right, the energy drink? Some of you.

right, the energy drink? Some of you. right, the energy drink? Some of you. Come on, you guys are working late Come on, you guys are working late Come on, you guys are working late nights. You're drinking energy drinks. nights. You're drinking energy drinks. nights. You're drinking energy drinks. Don't f You're not fooling any of me. Don't f You're not fooling any of me. Don't f You're not fooling any of me. Uh, I have a young new nine-week old Uh, I have a young new nine-week old Uh, I have a young new nine-week old baby and we are up multiple times in the baby and we are up multiple times in the baby and we are up multiple times in the night. And so in the morning, I will night. And so in the morning, I will night. And so in the morning, I will usually have Thank you. I'll usually usually have Thank you. I'll usually usually have Thank you. I'll usually have a uh Celsius and I used to go have a uh Celsius and I used to go have a uh Celsius and I used to go downstairs to get the Celsius from the downstairs to get the Celsius from the downstairs to get the Celsius from the fridge and then I would wake up our fridge and then I would wake up our fridge and then I would wake up our three-year-old toddler on my way down to three-year-old toddler on my way down to three-year-old toddler on my way down to get the energy drink. And so I actually get the energy drink. And so I actually get the energy drink. And so I actually bought a very small mini fridge to put bought a very small mini fridge to put bought a very small mini fridge to put right next to the bed so that I can pop right next to the bed so that I can pop right next to the bed so that I can pop open an energy drink first thing in the open an energy drink first thing in the open an energy drink first thing in the morning and then get the day started morning and then get the day started morning and then get the day started without waiting waking up my toddler. without waiting waking up my toddler. without waiting waking up my toddler. But a lot of people don't know that But a lot of people don't know that But a lot of people don't know that Celsius began as a weight loss drink. It Celsius began as a weight loss drink. It Celsius began as a weight loss drink. It was positioned for people who were was positioned for people who were was positioned for people who were trying to lose weight. They had all trying to lose weight. They had all trying to lose weight. They had all these things about burning calories, these things about burning calories, these things about burning calories, reducing body fat, and they were not reducing body fat, and they were not reducing body fat, and they were not doing so great. And then they doing so great. And then they doing so great. And then they repositioned for the energy drink repositioned for the energy drink repositioned for the energy drink market, which is a traditionally very market, which is a traditionally very market, which is a traditionally very masculine dominated place. If you think masculine dominated place. If you think masculine dominated place. If you think of Monster, energy drink, ghost, uh, all of Monster, energy drink, ghost, uh, all of Monster, energy drink, ghost, uh, all these kind of really intense things, Red these kind of really intense things, Red these kind of really intense things, Red Bulls doing all these crazy physical Bulls doing all these crazy physical Bulls doing all these crazy physical activities, they repositioned as a kind activities, they repositioned as a kind activities, they repositioned as a kind of more feminine and lighter drink and of more feminine and lighter drink and of more feminine and lighter drink and they're absolutely dominating. So, the they're absolutely dominating. So, the they're absolutely dominating. So, the power of repositioning, it's the same power of repositioning, it's the same power of repositioning, it's the same product, the exact same ingredients, product, the exact same ingredients, product, the exact same ingredients, just repositioned for a new group. And just repositioned for a new group. And just repositioned for a new group. And it's a difference between being kind of it's a difference between being kind of it's a difference between being kind of a floundering little drink company, a floundering little drink company, a floundering little drink company, being a giant powerhouse. Um, another being a giant powerhouse. Um, another being a giant powerhouse. Um, another one, you know, from from software one, you know, from from software one, you know, from from software examples, some of you probably know, examples, some of you probably know, examples, some of you probably know, YouTube started as an online dating site YouTube started as an online dating site YouTube started as an online dating site where you would post videos of yourself where you would post videos of yourself where you would post videos of yourself and people would see it. They and people would see it. They and people would see it. They repositioned the software for just a

repositioned the software for just a repositioned the software for just a general video sharing. Huge, huge general video sharing. Huge, huge general video sharing. Huge, huge successful thing. Notion, they started successful thing. Notion, they started successful thing. Notion, they started as a way for people to build apps and as a way for people to build apps and as a way for people to build apps and they were like, we're going to help they were like, we're going to help they were like, we're going to help people build apps all the time. and people build apps all the time. and people build apps all the time. and nobody really cared and they nobody really cared and they nobody really cared and they repositioned as a productivity tool and repositioned as a productivity tool and repositioned as a productivity tool and kind of did like a Trojan horse to sneak kind of did like a Trojan horse to sneak kind of did like a Trojan horse to sneak in that they're actually building apps in that they're actually building apps in that they're actually building apps just with notion and Twitch some of you just with notion and Twitch some of you just with notion and Twitch some of you might not know they actually narrowed might not know they actually narrowed might not know they actually narrowed their positioning from we help anyone do their positioning from we help anyone do their positioning from we help anyone do streaming for any reason to really being streaming for any reason to really being streaming for any reason to really being a gaming streaming platform and a lot of a gaming streaming platform and a lot of a gaming streaming platform and a lot of these were the difference between these these were the difference between these these were the difference between these companies not doing well versus doing companies not doing well versus doing companies not doing well versus doing very well but in general right most very well but in general right most very well but in general right most founders struggle with positioning and a founders struggle with positioning and a founders struggle with positioning and a big reason of this is because when you big reason of this is because when you big reason of this is because when you are inside the bottle, it's very are inside the bottle, it's very are inside the bottle, it's very difficult to see what's on the outside difficult to see what's on the outside difficult to see what's on the outside of the bottle. This is a funny example, of the bottle. This is a funny example, of the bottle. This is a funny example, the company Miro. If you read their the company Miro. If you read their the company Miro. If you read their website, they call themselves an website, they call themselves an website, they call themselves an innovation workspace, but when you innovation workspace, but when you innovation workspace, but when you actually use the product, it kind of actually use the product, it kind of actually use the product, it kind of looks like a big whiteboard with sticky looks like a big whiteboard with sticky looks like a big whiteboard with sticky notes and arrows. And so, it's almost notes and arrows. And so, it's almost notes and arrows. And so, it's almost like they actually are a digital like they actually are a digital like they actually are a digital whiteboard. And you'd be surprised that whiteboard. And you'd be surprised that whiteboard. And you'd be surprised that most people when they're shopping for most people when they're shopping for most people when they're shopping for Miro, they're not like if you look at Miro, they're not like if you look at Miro, they're not like if you look at the search terms on Google, they're the search terms on Google, they're the search terms on Google, they're actually not googling where can I find a actually not googling where can I find a actually not googling where can I find a digital innovation workspace.

digital innovation workspace. digital innovation workspace. It's like not actually what they think. It's like not actually what they think. It's like not actually what they think. They're actually thinking like is there They're actually thinking like is there They're actually thinking like is there a digital whiteboard? And so the problem a digital whiteboard? And so the problem a digital whiteboard? And so the problem is, you know, you might not have as is, you know, you might not have as is, you know, you might not have as silly of as an example, but most of the silly of as an example, but most of the silly of as an example, but most of the time what customers see and perceive is time what customers see and perceive is time what customers see and perceive is often very different from what we, the often very different from what we, the often very different from what we, the founder, if we're thinking long-term founder, if we're thinking long-term founder, if we're thinking long-term vision of what we're trying to change vision of what we're trying to change vision of what we're trying to change the world and stuff like that, there's a the world and stuff like that, there's a the world and stuff like that, there's a disconnect that makes it a little bit disconnect that makes it a little bit disconnect that makes it a little bit tricky. So signs that you might have a tricky. So signs that you might have a tricky. So signs that you might have a positioning problem, these are kind of positioning problem, these are kind of positioning problem, these are kind of the big ones. It's things like people the big ones. It's things like people the big ones. It's things like people reading the website, not really getting reading the website, not really getting reading the website, not really getting it. Another one is when you are in a it. Another one is when you are in a it. Another one is when you are in a very competitive field, people don't very competitive field, people don't very competitive field, people don't really know why you're better, what really know why you're better, what really know why you're better, what makes you differentiated. A lot of times makes you differentiated. A lot of times makes you differentiated. A lot of times too, a positioning issue is, oh my gosh, too, a positioning issue is, oh my gosh, too, a positioning issue is, oh my gosh, there's so many different groups that we there's so many different groups that we there's so many different groups that we could position for and we don't know who could position for and we don't know who could position for and we don't know who we should focus on. Also, you'll see we should focus on. Also, you'll see we should focus on. Also, you'll see people when they're doing pretty people when they're doing pretty people when they're doing pretty innovative things, there's a big innovative things, there's a big innovative things, there's a big education gap and so they're like, I education gap and so they're like, I education gap and so they're like, I just spend so much time trying to just spend so much time trying to just spend so much time trying to educate the market to understand what it educate the market to understand what it educate the market to understand what it is that I've built. That is actually a is that I've built. That is actually a is that I've built. That is actually a positioning problem. And then a lot of positioning problem. And then a lot of positioning problem. And then a lot of times as you get bigger, you start times as you get bigger, you start times as you get bigger, you start adding on more products. All of a sudden adding on more products. All of a sudden adding on more products. All of a sudden you can get kind of a Frankenstein of a you can get kind of a Frankenstein of a you can get kind of a Frankenstein of a product suite that doesn't really quite product suite that doesn't really quite product suite that doesn't really quite make sense. Like if you're Netflix, make sense. Like if you're Netflix, make sense. Like if you're Netflix, you're selling uh your own content.

you're selling uh your own content. you're selling uh your own content. You're selling uh people streaming You're selling uh people streaming You're selling uh people streaming non-original content that already non-original content that already non-original content that already existed. And also there's mobile phone existed. And also there's mobile phone existed. And also there's mobile phone games. So that makes sense, right? when games. So that makes sense, right? when games. So that makes sense, right? when you think of Netflix, maybe you guys you think of Netflix, maybe you guys you think of Netflix, maybe you guys didn't know that, but they they have didn't know that, but they they have didn't know that, but they they have mobile phone games that you could get mobile phone games that you could get mobile phone games that you could get right now from Netflix. So, these are right now from Netflix. So, these are right now from Netflix. So, these are the types of problems that made us say the types of problems that made us say the types of problems that made us say we should start Fletch. And so, we've we should start Fletch. And so, we've we should start Fletch. And so, we've worked with a bunch of companies. And worked with a bunch of companies. And worked with a bunch of companies. And this is not some big team. It's this is not some big team. It's this is not some big team. It's literally just me, Rob, and one literally just me, Rob, and one literally just me, Rob, and one copyriter. And the three of us have copyriter. And the three of us have copyriter. And the three of us have done, this is not an exaggeration, done, this is not an exaggeration, done, this is not an exaggeration, thousands of one-on-one workshops with thousands of one-on-one workshops with thousands of one-on-one workshops with over 400 companies to try to figure out over 400 companies to try to figure out over 400 companies to try to figure out what's a good process we could build to what's a good process we could build to what's a good process we could build to help people just succinctly be able to help people just succinctly be able to help people just succinctly be able to answer those questions. What did you answer those questions. What did you answer those questions. What did you build? Who is it for? And why is it build? Who is it for? And why is it build? Who is it for? And why is it better? What does it replace? And the better? What does it replace? And the better? What does it replace? And the reason that we then say, as you can see, reason that we then say, as you can see, reason that we then say, as you can see, we do positioning and homepages. we do positioning and homepages. we do positioning and homepages. The reason we think the homepage plays a The reason we think the homepage plays a The reason we think the homepage plays a big role is because a lot of times big role is because a lot of times big role is because a lot of times people who do similar advisory work as people who do similar advisory work as people who do similar advisory work as us, they will give you a very very us, they will give you a very very us, they will give you a very very expensive PowerPoint deck and you get expensive PowerPoint deck and you get expensive PowerPoint deck and you get this awesome thing, everyone feels cool this awesome thing, everyone feels cool this awesome thing, everyone feels cool and then it goes in a Google Drive and then it goes in a Google Drive and then it goes in a Google Drive folder and never sees the light of day folder and never sees the light of day folder and never sees the light of day again and then a year later everyone's again and then a year later everyone's again and then a year later everyone's like, "Didn't we do some sort of project like, "Didn't we do some sort of project like, "Didn't we do some sort of project or something?" And then it's just a or something?" And then it's just a or something?" And then it's just a total waste. So what we say is it total waste. So what we say is it total waste. So what we say is it doesn't become real until you take the doesn't become real until you take the doesn't become real until you take the positioning strategy and get it onto the positioning strategy and get it onto the positioning strategy and get it onto the homepage. The homepage is the great homepage. The homepage is the great homepage. The homepage is the great alignment tool. If you can get everyone alignment tool. If you can get everyone alignment tool. If you can get everyone on your team to agree, watch on the on your team to agree, watch on the on your team to agree, watch on the homepage. Customers will see it. If you homepage. Customers will see it. If you homepage. Customers will see it. If you ever do go the investor route, right, ever do go the investor route, right, ever do go the investor route, right, they will see it, but all your they will see it, but all your they will see it, but all your stakeholders get alignment by a really

stakeholders get alignment by a really stakeholders get alignment by a really good homepage. And so, don't put it in good homepage. And so, don't put it in good homepage. And so, don't put it in some old complicated PowerPoint or some old complicated PowerPoint or some old complicated PowerPoint or Google Doc. Get it on your homepage so Google Doc. Get it on your homepage so Google Doc. Get it on your homepage so people can see the answers to those people can see the answers to those people can see the answers to those questions. Just keeps everyone chugging questions. Just keeps everyone chugging questions. Just keeps everyone chugging in the right direction. So before you in the right direction. So before you in the right direction. So before you write your homepage, you actually have write your homepage, you actually have write your homepage, you actually have to try to answer those questions before to try to answer those questions before to try to answer those questions before we can get to copywriting and all the we can get to copywriting and all the we can get to copywriting and all the fun metaphors and alliteration and fun metaphors and alliteration and fun metaphors and alliteration and things like that, you have very core things like that, you have very core things like that, you have very core questions that you have to answer. Who questions that you have to answer. Who questions that you have to answer. Who is your product for? What is it? And why is your product for? What is it? And why is your product for? What is it? And why is it better? The three questions you is it better? The three questions you is it better? The three questions you have to answer before you rewrite your have to answer before you rewrite your have to answer before you rewrite your homepage. And as we go through this, homepage. And as we go through this, homepage. And as we go through this, we're going to be walking through a we're going to be walking through a we're going to be walking through a little mini version of our model, which little mini version of our model, which little mini version of our model, which is going to have these five elements. is going to have these five elements. is going to have these five elements. And we're going to be using the product And we're going to be using the product And we're going to be using the product Loom as an example of how you might Loom as an example of how you might Loom as an example of how you might position Loom. And Loom for people who position Loom. And Loom for people who position Loom. And Loom for people who don't know it's a screen recorder. The don't know it's a screen recorder. The don't know it's a screen recorder. The main features it records your screen and main features it records your screen and main features it records your screen and it records your face at the same time. it records your face at the same time. it records your face at the same time. So just keep that in mind as we move So just keep that in mind as we move So just keep that in mind as we move through. So when we think about who is a through. So when we think about who is a through. So when we think about who is a product for most people will think about product for most people will think about product for most people will think about things like this. They say well it's for things like this. They say well it's for things like this. They say well it's for people in this industry. It's for people people in this industry. It's for people people in this industry. It's for people in this business model this size company in this business model this size company in this business model this size company maybe people in this department. All maybe people in this department. All maybe people in this department. All these things are very helpful ways of these things are very helpful ways of these things are very helpful ways of segmenting but they're actually not the segmenting but they're actually not the segmenting but they're actually not the most important thing when it comes to most important thing when it comes to most important thing when it comes to B2B software. And when you look at B2B software. And when you look at B2B software. And when you look at people's ICPS when they make decks or people's ICPS when they make decks or people's ICPS when they make decks or cards or avatars, they will often be cards or avatars, they will often be cards or avatars, they will often be missing what we think is the key missing what we think is the key missing what we think is the key ingredient of what makes up a marketable ingredient of what makes up a marketable ingredient of what makes up a marketable segment. And that is backed by this segment. And that is backed by this segment. And that is backed by this principle. All software is workflow principle. All software is workflow principle. All software is workflow software. At the end of the day, if you software. At the end of the day, if you software. At the end of the day, if you are using software, it is to augment a are using software, it is to augment a are using software, it is to augment a process or a workflow, a business

process or a workflow, a business process or a workflow, a business initiative, something where you're initiative, something where you're initiative, something where you're actually doing stuff. Software is built actually doing stuff. Software is built actually doing stuff. Software is built for that. And so the most important for that. And so the most important for that. And so the most important element of your ICP is the workflow element of your ICP is the workflow element of your ICP is the workflow itself. If you make cold email software, itself. If you make cold email software, itself. If you make cold email software, I don't care if the companies match I don't care if the companies match I don't care if the companies match every single one of your firmographics. every single one of your firmographics. every single one of your firmographics. They're the right size, the right They're the right size, the right They're the right size, the right revenue, the right team. If they're not revenue, the right team. If they're not revenue, the right team. If they're not doing cold outreach or thinking about doing cold outreach or thinking about doing cold outreach or thinking about doing cold outreach, they are not in doing cold outreach, they are not in doing cold outreach, they are not in your cold email tools ICP. The only your cold email tools ICP. The only your cold email tools ICP. The only thing that truly truly matters is the thing that truly truly matters is the thing that truly truly matters is the company doing the workflow that your company doing the workflow that your company doing the workflow that your process augments, supports, or replaces. process augments, supports, or replaces. process augments, supports, or replaces. And so things that are workflows, ways And so things that are workflows, ways And so things that are workflows, ways to segment are things that show up on a to segment are things that show up on a to segment are things that show up on a job description of activities. Increase job description of activities. Increase job description of activities. Increase revenue is not a workflow. As much as revenue is not a workflow. As much as revenue is not a workflow. As much as the Claries of the world would like to the Claries of the world would like to the Claries of the world would like to tell you it is, it's not. It's an tell you it is, it's not. It's an tell you it is, it's not. It's an outcome of different activities. outcome of different activities. outcome of different activities. Software doesn't increase revenue. Software doesn't increase revenue. Software doesn't increase revenue. Software helps with activities that Software helps with activities that Software helps with activities that could potentially increase revenue. could potentially increase revenue. could potentially increase revenue. There's a big distinction. So, it's There's a big distinction. So, it's There's a big distinction. So, it's things that show up on a calendar, things that show up on a calendar, things that show up on a calendar, right? Nobody has from 2 to 3 p.m. I'm right? Nobody has from 2 to 3 p.m. I'm right? Nobody has from 2 to 3 p.m. I'm going to increase revenue for my going to increase revenue for my going to increase revenue for my company, right? They're going to be company, right? They're going to be company, right? They're going to be doing some sort of activity. So, the doing some sort of activity. So, the doing some sort of activity. So, the workflow is the number one most workflow is the number one most workflow is the number one most important segmentation tool. But the important segmentation tool. But the important segmentation tool. But the problem is workflows are kind of problem is workflows are kind of problem is workflows are kind of complex. They have varying degrees of complex. They have varying degrees of complex. They have varying degrees of abstraction. There's really big multi-ep abstraction. There's really big multi-ep abstraction. There's really big multi-ep department workflows and then there's department workflows and then there's department workflows and then there's really tiny single person on one point really tiny single person on one point really tiny single person on one point in time workflows. And depending on in time workflows. And depending on in time workflows. And depending on which workflow you choose, you will

which workflow you choose, you will which workflow you choose, you will actually be creating different segments actually be creating different segments actually be creating different segments of a market, right? We can segment a of a market, right? We can segment a of a market, right? We can segment a market by the company size, but if you market by the company size, but if you market by the company size, but if you choose one of the highle workflows or choose one of the highle workflows or choose one of the highle workflows or one of the low-level workflows, they one of the low-level workflows, they one of the low-level workflows, they actually constitute different segments. actually constitute different segments. actually constitute different segments. And I'll show you what I mean. I'll zoom And I'll show you what I mean. I'll zoom And I'll show you what I mean. I'll zoom into the marketing one. If we take a into the marketing one. If we take a into the marketing one. If we take a workflow like doing demand genen, that's workflow like doing demand genen, that's workflow like doing demand genen, that's a big beefy workflow that usually takes a big beefy workflow that usually takes a big beefy workflow that usually takes a lot of time, involves a lot of a lot of time, involves a lot of a lot of time, involves a lot of different activities. You could break it different activities. You could break it different activities. You could break it up into sub activities like lead up into sub activities like lead up into sub activities like lead attraction activities or nurturing and attraction activities or nurturing and attraction activities or nurturing and qualifying leads. And then you could qualifying leads. And then you could qualifying leads. And then you could break those up even further. Things like break those up even further. Things like break those up even further. Things like running paid ads, publishing content, uh running paid ads, publishing content, uh running paid ads, publishing content, uh all these different aspects. And so all these different aspects. And so all these different aspects. And so different products will focus on different products will focus on different products will focus on different levels of workflows to build different levels of workflows to build different levels of workflows to build their businesses. And this is kind of their businesses. And this is kind of their businesses. And this is kind of small, but I'll zoom into some specific small, but I'll zoom into some specific small, but I'll zoom into some specific ones. So if I take a company like ones. So if I take a company like ones. So if I take a company like Calendarly, they actually pick one way Calendarly, they actually pick one way Calendarly, they actually pick one way at the bottom and have built this giant at the bottom and have built this giant at the bottom and have built this giant business. I think they do $270 million a business. I think they do $270 million a business. I think they do $270 million a year just on this tiny workflow of year just on this tiny workflow of year just on this tiny workflow of scheduling meetings. A different company scheduling meetings. A different company scheduling meetings. A different company like Gainsite, they supposedly coined like Gainsite, they supposedly coined like Gainsite, they supposedly coined the phrase customer success and they the phrase customer success and they the phrase customer success and they basically do the endto-end customer basically do the endto-end customer basically do the endto-end customer success workflow. They say everything a success workflow. They say everything a success workflow. They say everything a customer success manager would need to customer success manager would need to customer success manager would need to do, they could do it in Gainsight. And do, they could do it in Gainsight. And do, they could do it in Gainsight. And so depending on whether you want to pick so depending on whether you want to pick so depending on whether you want to pick one of the little ones or one of the big one of the little ones or one of the big one of the little ones or one of the big ones is going to have big implications ones is going to have big implications ones is going to have big implications on your go to market strategy. And so if on your go to market strategy. And so if on your go to market strategy. And so if I pick a really high level workflow, I I pick a really high level workflow, I I pick a really high level workflow, I will probably be able to charge way more will probably be able to charge way more will probably be able to charge way more money, which is awesome, right? But money, which is awesome, right? But money, which is awesome, right? But there's going to be a way longer sales there's going to be a way longer sales there's going to be a way longer sales cycle because so many different

cycle because so many different cycle because so many different departments are going to have to weigh departments are going to have to weigh departments are going to have to weigh in on whether or not we're going to buy in on whether or not we're going to buy in on whether or not we're going to buy this big beefy multi00,000 tool. You're this big beefy multi00,000 tool. You're this big beefy multi00,000 tool. You're going to have to probably hire going to have to probably hire going to have to probably hire salespeople. There's all the salespeople. There's all the salespeople. There's all the multi-threading, all that type of stuff. multi-threading, all that type of stuff. multi-threading, all that type of stuff. So if you pick a highle workflow and say So if you pick a highle workflow and say So if you pick a highle workflow and say we own revenue, all of a sudden you put we own revenue, all of a sudden you put we own revenue, all of a sudden you put yourself in kind of a precarious spot. yourself in kind of a precarious spot. yourself in kind of a precarious spot. On the flip side, if you pick something On the flip side, if you pick something On the flip side, if you pick something very down low, very down low, very down low, you're going to probably not be able to you're going to probably not be able to you're going to probably not be able to charge as much, but you'll have a charge as much, but you'll have a charge as much, but you'll have a really, really fast sales cycle. In some really, really fast sales cycle. In some really, really fast sales cycle. In some cases, you might even not have to have cases, you might even not have to have cases, you might even not have to have salespeople at all. You can do pure salespeople at all. You can do pure salespeople at all. You can do pure productled growth. And this is how productled growth. And this is how productled growth. And this is how companies like Calendarly, the companies like Calendarly, the companies like Calendarly, the interesting thing is when they pick such interesting thing is when they pick such interesting thing is when they pick such a small little workflow to build their a small little workflow to build their a small little workflow to build their segmentation around, that workflow shows segmentation around, that workflow shows segmentation around, that workflow shows up in a bunch of other workflows. So up in a bunch of other workflows. So up in a bunch of other workflows. So it's not just a marketing tool or a it's not just a marketing tool or a it's not just a marketing tool or a sales tool or customer success tool. You sales tool or customer success tool. You sales tool or customer success tool. You actually see the workflow show up in, actually see the workflow show up in, actually see the workflow show up in, you know, teachers workflows and uh you know, teachers workflows and uh you know, teachers workflows and uh counselors and healthcare. People need counselors and healthcare. People need counselors and healthcare. People need to schedule meetings all over the place. to schedule meetings all over the place. to schedule meetings all over the place. And this is how you can get someone like And this is how you can get someone like And this is how you can get someone like Kelly to have, you know, millions and Kelly to have, you know, millions and Kelly to have, you know, millions and millions and millions and millions of millions and millions and millions of millions and millions and millions of users because they're able to get people users because they're able to get people users because they're able to get people from all different places. They didn't from all different places. They didn't from all different places. They didn't rely on the firmographic or department rely on the firmographic or department rely on the firmographic or department segmentation to get their audience. They segmentation to get their audience. They segmentation to get their audience. They were able to pull it out from all these were able to pull it out from all these were able to pull it out from all these little spots. Again, if you pick the little spots. Again, if you pick the little spots. Again, if you pick the really high level workflow, there's a really high level workflow, there's a really high level workflow, there's a lot of confusion because people will lot of confusion because people will lot of confusion because people will say, "Okay, well, if you're everything say, "Okay, well, if you're everything say, "Okay, well, if you're everything that I need to run revenue, are you that I need to run revenue, are you that I need to run revenue, are you going to help me run paid ads?" And then going to help me run paid ads?" And then going to help me run paid ads?" And then a company like Clary has to say, "Nah, a company like Clary has to say, "Nah, a company like Clary has to say, "Nah, not really." And they say, "Well, are not really." And they say, "Well, are not really." And they say, "Well, are you going to, you know, do my customer you going to, you know, do my customer you going to, you know, do my customer success stuff?" They're like, "Well, not success stuff?" They're like, "Well, not success stuff?" They're like, "Well, not really." And so you risk leaving people really." And so you risk leaving people really." And so you risk leaving people out of the equation by choosing too big

out of the equation by choosing too big out of the equation by choosing too big of a segmentation tool. We're going to of a segmentation tool. We're going to of a segmentation tool. We're going to segment the market by people trying to segment the market by people trying to segment the market by people trying to run revenue. It's not really very run revenue. It's not really very run revenue. It's not really very effective. And so it creates some effective. And so it creates some effective. And so it creates some issues. So we'll go back to Loom. If issues. So we'll go back to Loom. If issues. So we'll go back to Loom. If we're going to choose Loom, the workflow we're going to choose Loom, the workflow we're going to choose Loom, the workflow that Loom actually went to market with that Loom actually went to market with that Loom actually went to market with and when they were getting their hypers and when they were getting their hypers and when they were getting their hypers scaling, hyperrowth was actually the scaling, hyperrowth was actually the scaling, hyperrowth was actually the workflow of providing updates to your workflow of providing updates to your workflow of providing updates to your co-workers. Very simple, very small, co-workers. Very simple, very small, co-workers. Very simple, very small, shows up in a thousand different places. shows up in a thousand different places. shows up in a thousand different places. But the second aspect of who you're But the second aspect of who you're But the second aspect of who you're actually going after is not just the actually going after is not just the actually going after is not just the workflow, it's the competitive workflow, it's the competitive workflow, it's the competitive alternative. Another piece that does not alternative. Another piece that does not alternative. Another piece that does not show up on people's ICPS is the show up on people's ICPS is the show up on people's ICPS is the competitive alternative. Wanted to break competitive alternative. Wanted to break competitive alternative. Wanted to break in here and let you know that if you're in here and let you know that if you're in here and let you know that if you're enjoying this talk, you should consider enjoying this talk, you should consider enjoying this talk, you should consider joining us in person at our next micro joining us in person at our next micro joining us in person at our next micro event. We're just a couple months out event. We're just a couple months out event. We're just a couple months out from our gathering in Istanbul, Turkey. from our gathering in Istanbul, Turkey. from our gathering in Istanbul, Turkey. We'll have great talks from Michelle We'll have great talks from Michelle We'll have great talks from Michelle Hansen, Mark Thomas, and James Moing, as Hansen, Mark Thomas, and James Moing, as Hansen, Mark Thomas, and James Moing, as well as our incredible hallway track, well as our incredible hallway track, well as our incredible hallway track, which is honestly one of the best parts which is honestly one of the best parts which is honestly one of the best parts of Microcom. And I'll be there MCing and of Microcom. And I'll be there MCing and of Microcom. And I'll be there MCing and giving a talk as well. You can grab your giving a talk as well. You can grab your giving a talk as well. You can grab your ticket at microcom.com/events. ticket at microcom.com/events. ticket at microcom.com/events. And if Turkey is a bit too far for you, And if Turkey is a bit too far for you, And if Turkey is a bit too far for you, make sure you get on our mailing list to make sure you get on our mailing list to make sure you get on our mailing list to be notified when we announce our next be notified when we announce our next be notified when we announce our next event, which will be in the US in early event, which will be in the US in early event, which will be in the US in early 2026. You can head to microcom.com and 2026. You can head to microcom.com and 2026. You can head to microcom.com and look for anywhere to sign up for that look for anywhere to sign up for that look for anywhere to sign up for that list. Hope to see you there. Now, back list. Hope to see you there. Now, back list. Hope to see you there. Now, back to the talk.

to the talk. to the talk. >> Another piece that does not show up on >> Another piece that does not show up on >> Another piece that does not show up on people's ICPS is a competitive people's ICPS is a competitive people's ICPS is a competitive alternative. And they come in different alternative. And they come in different alternative. And they come in different flavors. We're all like thinking of our flavors. We're all like thinking of our flavors. We're all like thinking of our competitors as people who do the exact competitors as people who do the exact competitors as people who do the exact same stuff as us, but it often will look same stuff as us, but it often will look same stuff as us, but it often will look different. One competitor for Slack was different. One competitor for Slack was different. One competitor for Slack was email. They were not competing with email. They were not competing with email. They were not competing with other messaging apps like Discord. They other messaging apps like Discord. They other messaging apps like Discord. They were competing with entirely different were competing with entirely different were competing with entirely different product category than they were not even product category than they were not even product category than they were not even in. Right? So, Slack replaces email. in. Right? So, Slack replaces email. in. Right? So, Slack replaces email. This is an early message that they had. This is an early message that they had. This is an early message that they had. Loom actually was competing with having Loom actually was competing with having Loom actually was competing with having a meeting. So they're a screen recorder. a meeting. So they're a screen recorder. a meeting. So they're a screen recorder. You would never think who's the You would never think who's the You would never think who's the competition for a screen recorder competition for a screen recorder competition for a screen recorder software. In their framing of software. In their framing of software. In their framing of positioning, it was not the other screen positioning, it was not the other screen positioning, it was not the other screen recorders. It was having a meeting in recorders. It was having a meeting in recorders. It was having a meeting in order to provide updates to our uh order to provide updates to our uh order to provide updates to our uh employees. Or you might actually truly employees. Or you might actually truly employees. Or you might actually truly be positioning against a vendor. Like be positioning against a vendor. Like be positioning against a vendor. Like this makes sense if you're going after this makes sense if you're going after this makes sense if you're going after someone big. This company's called someone big. This company's called someone big. This company's called Around. They were going directly against Around. They were going directly against Around. They were going directly against Zoom. They eventually got acquired. And Zoom. They eventually got acquired. And Zoom. They eventually got acquired. And so they basically said, "We're the Zoom so they basically said, "We're the Zoom so they basically said, "We're the Zoom replacement, right? We're we're better replacement, right? We're we're better replacement, right? We're we're better than Zoom." So once you get those than Zoom." So once you get those than Zoom." So once you get those aspects down, you have the workflow and aspects down, you have the workflow and aspects down, you have the workflow and you have the competitive alternative you have the competitive alternative you have the competitive alternative chosen, then you could start to layer on chosen, then you could start to layer on chosen, then you could start to layer on the rest of the segmentation. You could the rest of the segmentation. You could the rest of the segmentation. You could say, "We're going to further subdivide say, "We're going to further subdivide say, "We're going to further subdivide and talk about specific types of and talk about specific types of and talk about specific types of companies or roles or industries and and companies or roles or industries and and companies or roles or industries and and further dial in the positioning even further dial in the positioning even further dial in the positioning even more. But you need to have those first more. But you need to have those first more. But you need to have those first two. And the third one that you need to two. And the third one that you need to two. And the third one that you need to have is a specific problem that you are have is a specific problem that you are have is a specific problem that you are solving that is experienced and the solving that is experienced and the solving that is experienced and the customers are aware of it. And so Loom customers are aware of it. And so Loom customers are aware of it. And so Loom actually did not segment by department.

actually did not segment by department. actually did not segment by department. They did not segment by a uh company They did not segment by a uh company They did not segment by a uh company type, right? They remained more type, right? They remained more type, right? They remained more horizontal and agnostic. They positioned horizontal and agnostic. They positioned horizontal and agnostic. They positioned for that workflow of providing updates. for that workflow of providing updates. for that workflow of providing updates. They positioned against meetings. But They positioned against meetings. But They positioned against meetings. But then they also had to choose a problem. then they also had to choose a problem. then they also had to choose a problem. What's the specific problem? And What's the specific problem? And What's the specific problem? And problems come in two different flavors. problems come in two different flavors. problems come in two different flavors. They live in two different places. They live in two different places. They live in two different places. there's either a problem with the there's either a problem with the there's either a problem with the workflow itself or there is a problem workflow itself or there is a problem workflow itself or there is a problem with the competitive alternative. So with the competitive alternative. So with the competitive alternative. So imagine that you are again this cold imagine that you are again this cold imagine that you are again this cold email software and or or you know that's email software and or or you know that's email software and or or you know that's the segment you're going after. You're the segment you're going after. You're the segment you're going after. You're going after people who are doing going after people who are doing going after people who are doing outbound sales. That's the workflow and outbound sales. That's the workflow and outbound sales. That's the workflow and the competitive alternative might be the competitive alternative might be the competitive alternative might be sales engagement tools. You could either sales engagement tools. You could either sales engagement tools. You could either be like this company called and say the be like this company called and say the be like this company called and say the problem is with the workflow itself. you problem is with the workflow itself. you problem is with the workflow itself. you need to stop doing outbound sales need to stop doing outbound sales need to stop doing outbound sales altogether. And Commour is a product altogether. And Commour is a product altogether. And Commour is a product that lets them do a different workflow that lets them do a different workflow that lets them do a different workflow which is basically doing these warm uh which is basically doing these warm uh which is basically doing these warm uh intros into companies. So they're like intros into companies. So they're like intros into companies. So they're like don't do cold anymore, do warm intros don't do cold anymore, do warm intros don't do cold anymore, do warm intros and our product facilitates it. So the and our product facilitates it. So the and our product facilitates it. So the problem right is that opon sales problem right is that opon sales problem right is that opon sales everyone hates it. Nobody answers their everyone hates it. Nobody answers their everyone hates it. Nobody answers their phone all that type of stuff. The phone all that type of stuff. The phone all that type of stuff. The problem lives in the workflow in this problem lives in the workflow in this problem lives in the workflow in this type of positioning framing. On the flip type of positioning framing. On the flip type of positioning framing. On the flip side you could look at a company like side you could look at a company like side you could look at a company like Lemlist and the problem lives in the Lemlist and the problem lives in the Lemlist and the problem lives in the tools itself. Other sales engagement tools itself. Other sales engagement tools itself. Other sales engagement tools have horrible email tools have horrible email tools have horrible email deliverability. So if you're Lless, you deliverability. So if you're Lless, you deliverability. So if you're Lless, you can say there's no problem with the can say there's no problem with the can say there's no problem with the workflow. We think you should keep doing workflow. We think you should keep doing workflow. We think you should keep doing outbound sales. But the thing about us outbound sales. But the thing about us outbound sales. But the thing about us that makes us different is that we have that makes us different is that we have that makes us different is that we have really, really good deliverability. We really, really good deliverability. We really, really good deliverability. We have all this tech on the inside that have all this tech on the inside that have all this tech on the inside that makes our deliverability really makes our deliverability really makes our deliverability really powerful. So those are the kind of two powerful. So those are the kind of two powerful. So those are the kind of two different problem framings. Loom, they

different problem framings. Loom, they different problem framings. Loom, they chose to put the problem not in the chose to put the problem not in the chose to put the problem not in the workflow. They didn't say don't update workflow. They didn't say don't update workflow. They didn't say don't update your team anymore. They said we're going your team anymore. They said we're going your team anymore. They said we're going to segment by people who are having to segment by people who are having to segment by people who are having meetings and think that the meetings are meetings and think that the meetings are meetings and think that the meetings are bad. that if we're sitting in meetings bad. that if we're sitting in meetings bad. that if we're sitting in meetings all day and people are thinking this all day and people are thinking this all day and people are thinking this could have been an email, they're like could have been an email, they're like could have been an email, they're like maybe it could have been a loom. We maybe it could have been a loom. We maybe it could have been a loom. We could just send a quick screen could just send a quick screen could just send a quick screen recording. So that's how they sort of recording. So that's how they sort of recording. So that's how they sort of built their core segmentation and again built their core segmentation and again built their core segmentation and again it doesn't have any of the traditional it doesn't have any of the traditional it doesn't have any of the traditional stuff that we normally think of in that stuff that we normally think of in that stuff that we normally think of in that strategy but that was a very very strategy but that was a very very strategy but that was a very very powerful strategy of segmentation of powerful strategy of segmentation of powerful strategy of segmentation of what types of people they want to go what types of people they want to go what types of people they want to go after. So they answered that question of after. So they answered that question of after. So they answered that question of who it's for based on those three who it's for based on those three who it's for based on those three elements. Then we get to the second elements. Then we get to the second elements. Then we get to the second question that you have to answer. What question that you have to answer. What question that you have to answer. What is your product? What is it? And this is is your product? What is it? And this is is your product? What is it? And this is where we start to talk about product where we start to talk about product where we start to talk about product category. And a lot of you have probably category. And a lot of you have probably category. And a lot of you have probably struggled with this in your own struggled with this in your own struggled with this in your own businesses, especially if you're doing businesses, especially if you're doing businesses, especially if you're doing something that isn't just in a very something that isn't just in a very something that isn't just in a very known well-known category. And you known well-known category. And you known well-known category. And you thought, what should I call myself? I thought, what should I call myself? I thought, what should I call myself? I kind of have elements of this tool. I kind of have elements of this tool. I kind of have elements of this tool. I kind of have elements of that tool. How kind of have elements of that tool. How kind of have elements of that tool. How do I actually explain it? Should I make do I actually explain it? Should I make do I actually explain it? Should I make up something? Should I put myself in a up something? Should I put myself in a up something? Should I put myself in a mature category even if it doesn't fit?

mature category even if it doesn't fit? mature category even if it doesn't fit? This is one of those tradeoff decision This is one of those tradeoff decision This is one of those tradeoff decision moments. You can either choose the moments. You can either choose the moments. You can either choose the well-known mature category and try to well-known mature category and try to well-known mature category and try to expand what it would include to get you expand what it would include to get you expand what it would include to get you in there or you can put yourself in what in there or you can put yourself in what in there or you can put yourself in what we would call like one of the emerging we would call like one of the emerging we would call like one of the emerging sexy categories. And there are tradeoffs sexy categories. And there are tradeoffs sexy categories. And there are tradeoffs with both of these. If you do the mature with both of these. If you do the mature with both of these. If you do the mature one, it's very little education. People one, it's very little education. People one, it's very little education. People get it. If you say I'm making e- get it. If you say I'm making e- get it. If you say I'm making e- signature software, everyone knows what signature software, everyone knows what signature software, everyone knows what e- signature is. You can basically start e- signature is. You can basically start e- signature is. You can basically start the conversation there. Very little the conversation there. Very little the conversation there. Very little education required. The problem now education required. The problem now education required. The problem now you're going to be competing with all you're going to be competing with all you're going to be competing with all the big dogs. You're going after the big dogs. You're going after the big dogs. You're going after DocYsine, Panda Do and people are going DocYsine, Panda Do and people are going DocYsine, Panda Do and people are going to say, "Well, what makes you better to say, "Well, what makes you better to say, "Well, what makes you better than these giant incumbents?" And you than these giant incumbents?" And you than these giant incumbents?" And you have to have a pretty dang good answer have to have a pretty dang good answer have to have a pretty dang good answer to those types of questions. On the flip to those types of questions. On the flip to those types of questions. On the flip side, you could put yourself in the side, you could put yourself in the side, you could put yourself in the emerging category, which might be like emerging category, which might be like emerging category, which might be like getting more buzz, and and put yourself getting more buzz, and and put yourself getting more buzz, and and put yourself there and sort of say, "I think this there and sort of say, "I think this there and sort of say, "I think this category is going to grow and we want to category is going to grow and we want to category is going to grow and we want to get in on the ground floor." But there's get in on the ground floor." But there's get in on the ground floor." But there's a lot of risk of this. there's a big a lot of risk of this. there's a big a lot of risk of this. there's a big amount of education that you have to amount of education that you have to amount of education that you have to explain before they'll actually care explain before they'll actually care explain before they'll actually care what you're doing. And a lot of people, what you're doing. And a lot of people, what you're doing. And a lot of people, right, they won't have anything to right, they won't have anything to right, they won't have anything to compare you to. So there's no real price compare you to. So there's no real price compare you to. So there's no real price framing. So if you're worried that it's framing. So if you're worried that it's framing. So if you're worried that it's going to be too cheap or something like going to be too cheap or something like going to be too cheap or something like that, that doesn't really exist in this that, that doesn't really exist in this that, that doesn't really exist in this new category. But there's also the big new category. But there's also the big new category. But there's also the big risk that the category just won't pan risk that the category just won't pan risk that the category just won't pan out. That people will put all this money out. That people will put all this money out. That people will put all this money to say this category deserves to exist.

to say this category deserves to exist. to say this category deserves to exist. It should live in people's budgets. We It should live in people's budgets. We It should live in people's budgets. We should fund it. And then it could should fund it. And then it could should fund it. And then it could potentially completely uh peter out. potentially completely uh peter out. potentially completely uh peter out. There's a example of a product category There's a example of a product category There's a example of a product category from about a year or two ago called from about a year or two ago called from about a year or two ago called productled sales which was if you're a productled sales which was if you're a productled sales which was if you're a productled company and you want to move productled company and you want to move productled company and you want to move up market. You could basically have up market. You could basically have up market. You could basically have software that looks at all your software that looks at all your software that looks at all your productled users and see where are their productled users and see where are their productled users and see where are their concentrations of different companies concentrations of different companies concentrations of different companies and who might be a good hand raiser and and who might be a good hand raiser and and who might be a good hand raiser and potentially you could get that uh those potentially you could get that uh those potentially you could get that uh those people on a sales call easier using people on a sales call easier using people on a sales call easier using these signals. Product led sales did not these signals. Product led sales did not these signals. Product led sales did not take and all the biggest productled take and all the biggest productled take and all the biggest productled sales companies have kind of pivoted or sales companies have kind of pivoted or sales companies have kind of pivoted or gone out of business and so there was gone out of business and so there was gone out of business and so there was tons and tons of VC money poured into tons and tons of VC money poured into tons and tons of VC money poured into it. It didn't really take. If you had it. It didn't really take. If you had it. It didn't really take. If you had positioned yourself in this sexy positioned yourself in this sexy positioned yourself in this sexy emerging category if it doesn't get legs emerging category if it doesn't get legs emerging category if it doesn't get legs now you're kind of up the river and now you're kind of up the river and now you're kind of up the river and without a whatever you know the phrases without a whatever you know the phrases without a whatever you know the phrases I we're in New Orleans, right? Uh so an I we're in New Orleans, right? Uh so an I we're in New Orleans, right? Uh so an example this is a company we worked with example this is a company we worked with example this is a company we worked with called Servikit. They were going after called Servikit. They were going after called Servikit. They were going after people who were collecting customer people who were collecting customer people who were collecting customer feedback. That was the workflowbased feedback. That was the workflowbased feedback. That was the workflowbased segment and they were going after people segment and they were going after people segment and they were going after people who were using survey tools to collect who were using survey tools to collect who were using survey tools to collect the customer feedback. And so their one the customer feedback. And so their one the customer feedback. And so their one option was to just call themselves a option was to just call themselves a option was to just call themselves a survey tool and say we are a brand new survey tool and say we are a brand new survey tool and say we are a brand new type of survey tool because we have this type of survey tool because we have this type of survey tool because we have this extra differentiated capability that we extra differentiated capability that we extra differentiated capability that we can collect customer feedback not just can collect customer feedback not just can collect customer feedback not just with the surveys but by listening to with the surveys but by listening to with the surveys but by listening to what customers are saying on other what customers are saying on other what customers are saying on other public channels. So there's some public channels. So there's some public channels. So there's some downsides, there's some upsides, right?

downsides, there's some upsides, right? downsides, there's some upsides, right? They're basically saying, "We think that They're basically saying, "We think that They're basically saying, "We think that this is going to matter to people who this is going to matter to people who this is going to matter to people who are buying survey tools. We think the are buying survey tools. We think the are buying survey tools. We think the definition could stretch and we could definition could stretch and we could definition could stretch and we could basically say, yes, this is going to be basically say, yes, this is going to be basically say, yes, this is going to be a really cool thing that they want to do a really cool thing that they want to do a really cool thing that they want to do some risks. Will people actually care some risks. Will people actually care some risks. Will people actually care about that? Will people running surveys about that? Will people running surveys about that? Will people running surveys actually care about listening in other actually care about listening in other actually care about listening in other places?" Option two, they could position places?" Option two, they could position places?" Option two, they could position in the emerging category and say, in the emerging category and say, in the emerging category and say, "There's this new thing called a "There's this new thing called a "There's this new thing called a customer feedback platform. You don't customer feedback platform. You don't customer feedback platform. You don't want a survey tool. That's so old want a survey tool. That's so old want a survey tool. That's so old school. You need a broader customer school. You need a broader customer school. You need a broader customer feedback platform that gets feedback feedback platform that gets feedback feedback platform that gets feedback from everywhere. Yes, it does surveys. from everywhere. Yes, it does surveys. from everywhere. Yes, it does surveys. That's just a little small corner of the That's just a little small corner of the That's just a little small corner of the product. It'll also see what they're product. It'll also see what they're product. It'll also see what they're saying on the review sites and in your saying on the review sites and in your saying on the review sites and in your sales calls and collects it from all sales calls and collects it from all sales calls and collects it from all different places. Again, there's risks different places. Again, there's risks different places. Again, there's risks and trade-offs with either of these and trade-offs with either of these and trade-offs with either of these approaches. This risk here is that like approaches. This risk here is that like approaches. This risk here is that like nobody knows what a customer feedback nobody knows what a customer feedback nobody knows what a customer feedback platform is. No one's shopping for one. platform is. No one's shopping for one. platform is. No one's shopping for one. No one cares. No one will want to buy No one cares. No one will want to buy No one cares. No one will want to buy one. Uh but potentially maybe they could one. Uh but potentially maybe they could one. Uh but potentially maybe they could catch the wave on the front end and get catch the wave on the front end and get catch the wave on the front end and get some of the benefits of that. So, you some of the benefits of that. So, you some of the benefits of that. So, you really want to choose a product category really want to choose a product category really want to choose a product category and understand the trade-offs. We'll and understand the trade-offs. We'll and understand the trade-offs. We'll take Loom. They did not invent a product take Loom. They did not invent a product take Loom. They did not invent a product category. They just said, "We're a category. They just said, "We're a category. They just said, "We're a screen recorder." It was very unsexy, screen recorder." It was very unsexy, screen recorder." It was very unsexy, but they were bringing it to a group of but they were bringing it to a group of but they were bringing it to a group of people who didn't traditionally shop for people who didn't traditionally shop for people who didn't traditionally shop for screen recorders in a sort of an screen recorders in a sort of an screen recorders in a sort of an interesting use case way that ended up interesting use case way that ended up interesting use case way that ended up really paying off for them, you know, in really paying off for them, you know, in really paying off for them, you know, in the pandemic. The last piece is why are the pandemic. The last piece is why are the pandemic. The last piece is why are you different? What is your you different? What is your you different? What is your differentiation that makes someone want differentiation that makes someone want differentiation that makes someone want to pick you over the competition? And to pick you over the competition? And to pick you over the competition? And differentiation really comes in two differentiation really comes in two differentiation really comes in two different flavors. We could think about different flavors. We could think about different flavors. We could think about one, it's called differentiation by one, it's called differentiation by one, it's called differentiation by degree. It's basically we do the same degree. It's basically we do the same degree. It's basically we do the same thing as the other companies, but we do thing as the other companies, but we do thing as the other companies, but we do it way better or faster or cheaper. This it way better or faster or cheaper. This it way better or faster or cheaper. This is when you hear about people having a

is when you hear about people having a is when you hear about people having a 10x difference. This what they're 10x difference. This what they're 10x difference. This what they're talking about. If you're going to make a talking about. If you're going to make a talking about. If you're going to make a product and you use this different this product and you use this different this product and you use this different this differentiation strategy, you better be differentiation strategy, you better be differentiation strategy, you better be 10x better for this to work. On the flip 10x better for this to work. On the flip 10x better for this to work. On the flip side, you could have binary side, you could have binary side, you could have binary differentiation, which is where you do differentiation, which is where you do differentiation, which is where you do things that the other people simply do things that the other people simply do things that the other people simply do not do. And so, I'll give you an not do. And so, I'll give you an not do. And so, I'll give you an example. Superhum uh they are an email example. Superhum uh they are an email example. Superhum uh they are an email client and they basically say you can client and they basically say you can client and they basically say you can get through your email list your inbox get through your email list your inbox get through your email list your inbox way faster with superhuman than with any way faster with superhuman than with any way faster with superhuman than with any other email client. It's a degree of other email client. It's a degree of other email client. It's a degree of difference. They have all these keyboard difference. They have all these keyboard difference. They have all these keyboard shortcuts and snippets and things that shortcuts and snippets and things that shortcuts and snippets and things that let you fly through your inbox way let you fly through your inbox way let you fly through your inbox way faster than if you were using Gmail. But faster than if you were using Gmail. But faster than if you were using Gmail. But again, they're still doing the same again, they're still doing the same again, they're still doing the same fundamental things as Gmail just in a fundamental things as Gmail just in a fundamental things as Gmail just in a faster, better way. On the flip side, if faster, better way. On the flip side, if faster, better way. On the flip side, if you're duck go, your differentiation is you're duck go, your differentiation is you're duck go, your differentiation is against someone like Google and against someone like Google and against someone like Google and basically you're saying Google, their basically you're saying Google, their basically you're saying Google, their whole business model is built on whole business model is built on whole business model is built on tracking you and taking your data, tracking you and taking your data, tracking you and taking your data, selling it to other people. We will selling it to other people. We will selling it to other people. We will never track you. It's a binary never track you. It's a binary never track you. It's a binary difference. If you're a privacy-minded difference. If you're a privacy-minded difference. If you're a privacy-minded individual, this is forcing you to individual, this is forcing you to individual, this is forcing you to choose one or the other. So, sometimes choose one or the other. So, sometimes choose one or the other. So, sometimes binary can be stronger, but sometimes binary can be stronger, but sometimes binary can be stronger, but sometimes the other one as well, differentiation the other one as well, differentiation the other one as well, differentiation by degree, can be stronger. And so if we by degree, can be stronger. And so if we by degree, can be stronger. And so if we pull this all together, we basically pull this all together, we basically pull this all together, we basically have the positioning statement for Loom have the positioning statement for Loom have the positioning statement for Loom that would give us the ammo to then that would give us the ammo to then that would give us the ammo to then write the homepage. So we would say, write the homepage. So we would say, write the homepage. So we would say, well, who is Loom for? Loom is for well, who is Loom for? Loom is for well, who is Loom for? Loom is for people who are providing regular updates people who are providing regular updates people who are providing regular updates to their co-workers. And the way they do to their co-workers. And the way they do to their co-workers. And the way they do this is by having these meetings. And this is by having these meetings. And this is by having these meetings. And the problem with meetings is that the problem with meetings is that the problem with meetings is that they're long, they're a waste of time, they're long, they're a waste of time, they're long, they're a waste of time, and they're super boring. We are a

and they're super boring. We are a and they're super boring. We are a screen recorder. And what we let you do screen recorder. And what we let you do screen recorder. And what we let you do is send very quick update uh videos to is send very quick update uh videos to is send very quick update uh videos to your co-workers. Takes you a couple your co-workers. Takes you a couple your co-workers. Takes you a couple seconds. It records your screen and your seconds. It records your screen and your seconds. It records your screen and your face at the same time. And you can share face at the same time. And you can share face at the same time. And you can share them, see who's using it or who's them, see who's using it or who's them, see who's using it or who's actually watching it. And you're going actually watching it. And you're going actually watching it. And you're going to cut down the amount of time that you to cut down the amount of time that you to cut down the amount of time that you spend in meetings by a ton. Right? So spend in meetings by a ton. Right? So spend in meetings by a ton. Right? So they were doing a very a binary they were doing a very a binary they were doing a very a binary difference a binary differentiation difference a binary differentiation difference a binary differentiation very different than meetings altogether. very different than meetings altogether. very different than meetings altogether. So this gives us our core positioning So this gives us our core positioning So this gives us our core positioning which then needs to make its way onto which then needs to make its way onto which then needs to make its way onto the homepage. This is going to be a the homepage. This is going to be a the homepage. This is going to be a really not helpful slide based on how really not helpful slide based on how really not helpful slide based on how small everything is. So, uh you can ask small everything is. So, uh you can ask small everything is. So, uh you can ask me after I can send this to you a blank me after I can send this to you a blank me after I can send this to you a blank one and we could go through it even a one and we could go through it even a one and we could go through it even a little bit more in depth. But little bit more in depth. But little bit more in depth. But essentially what you're seeing is once essentially what you're seeing is once essentially what you're seeing is once you've made the core highle positioning you've made the core highle positioning you've made the core highle positioning argument, you want to make supporting argument, you want to make supporting argument, you want to make supporting arguments and you can basically just go arguments and you can basically just go arguments and you can basically just go down a level of specificity and rather down a level of specificity and rather down a level of specificity and rather than saying here's the pitch for the than saying here's the pitch for the than saying here's the pitch for the product, you would say here's the pitch product, you would say here's the pitch product, you would say here's the pitch for different specific features. So you for different specific features. So you for different specific features. So you could say this is why this specific could say this is why this specific could say this is why this specific screen recording feature is so helpful.

screen recording feature is so helpful. screen recording feature is so helpful. And what you would do is you would And what you would do is you would And what you would do is you would basically walk it out against the basically walk it out against the basically walk it out against the alternative. And so for example, if alternative. And so for example, if alternative. And so for example, if Loom, let's say they hadn't positioned Loom, let's say they hadn't positioned Loom, let's say they hadn't positioned against meetings, let's say they were against meetings, let's say they were against meetings, let's say they were playing in the video capture space and playing in the video capture space and playing in the video capture space and they were like, here are all the tools they were like, here are all the tools they were like, here are all the tools you would need to do this without Loom. you would need to do this without Loom. you would need to do this without Loom. First, you're going to have to record First, you're going to have to record First, you're going to have to record your update. And so you're probably your update. And so you're probably your update. And so you're probably going to need some type of screen going to need some type of screen going to need some type of screen recorder, a webcam. But the problem is, recorder, a webcam. But the problem is, recorder, a webcam. But the problem is, you know, you're going to need to find a you know, you're going to need to find a you know, you're going to need to find a way to sync these things together and way to sync these things together and way to sync these things together and maybe like some sort of video editing maybe like some sort of video editing maybe like some sort of video editing software and that's that's really, you software and that's that's really, you software and that's that's really, you know, annoying. The screen recorder know, annoying. The screen recorder know, annoying. The screen recorder that's built into Loom, it's just a that's built into Loom, it's just a that's built into Loom, it's just a Chrome extension and you can record them Chrome extension and you can record them Chrome extension and you can record them at the same time. It's always in sync. at the same time. It's always in sync. at the same time. It's always in sync. So, it cuts you down. There's no real So, it cuts you down. There's no real So, it cuts you down. There's no real learning curve. It just works, right? learning curve. It just works, right? learning curve. It just works, right? That's like one supporting argument. That's like one supporting argument. That's like one supporting argument. Then you could say again even lower, Then you could say again even lower, Then you could say again even lower, okay, so if you're going to record your okay, so if you're going to record your okay, so if you're going to record your update, the next thing you probably do update, the next thing you probably do update, the next thing you probably do is get to edit it. What if you have a is get to edit it. What if you have a is get to edit it. What if you have a mistake? You got to talk through that. mistake? You got to talk through that. mistake? You got to talk through that. Then you got to bring it into the, you Then you got to bring it into the, you Then you got to bring it into the, you know, iMovie or Final Cut. And so we can know, iMovie or Final Cut. And so we can know, iMovie or Final Cut. And so we can basically work our way through and then basically work our way through and then basically work our way through and then we're tying specific functionality of we're tying specific functionality of we're tying specific functionality of our product to show how does it solve our product to show how does it solve our product to show how does it solve the problems of the competitive the problems of the competitive the problems of the competitive alternative to build out all the alternative to build out all the alternative to build out all the supporting messages. And so Loom supporting messages. And so Loom supporting messages. And so Loom actually because they just positioned actually because they just positioned actually because they just positioned against meetings, it was a simplified against meetings, it was a simplified against meetings, it was a simplified version of this. They were basically version of this. They were basically version of this. They were basically saying you're providing updates to your saying you're providing updates to your saying you're providing updates to your co-workers, you're using meetings, co-workers, you're using meetings, co-workers, you're using meetings, everyone hates meetings. Here's a brand everyone hates meetings. Here's a brand everyone hates meetings. Here's a brand new way. And they didn't have to new way. And they didn't have to new way. And they didn't have to necessarily tie it one to one. And then necessarily tie it one to one. And then necessarily tie it one to one. And then they basically walked out the process of they basically walked out the process of they basically walked out the process of using Loom. And so once you get all of using Loom. And so once you get all of using Loom. And so once you get all of these things together, we can start to these things together, we can start to these things together, we can start to pull them into a loose wireframe and pull them into a loose wireframe and pull them into a loose wireframe and work section by section to make sure work section by section to make sure work section by section to make sure that every one of the boxes gets its due that every one of the boxes gets its due that every one of the boxes gets its due on the homepage. And so when we work on the homepage. And so when we work on the homepage. And so when we work with clients, we're basically doing this with clients, we're basically doing this with clients, we're basically doing this color coding scheme where we have the

color coding scheme where we have the color coding scheme where we have the boxes from the left, which would be the boxes from the left, which would be the boxes from the left, which would be the positioning statement, and then we write positioning statement, and then we write positioning statement, and then we write the copy, but we always color code it to the copy, but we always color code it to the copy, but we always color code it to show, hey, even though the words look show, hey, even though the words look show, hey, even though the words look different, we've punched up the different, we've punched up the different, we've punched up the language, it's more fun or more engaging language, it's more fun or more engaging language, it's more fun or more engaging or whatever it might be, we're actually or whatever it might be, we're actually or whatever it might be, we're actually staying true to the language that we all staying true to the language that we all staying true to the language that we all agreed on, the messages that we agreed agreed on, the messages that we agreed agreed on, the messages that we agreed on in the previous strategic steps. And on in the previous strategic steps. And on in the previous strategic steps. And so what you don't want to happen is when so what you don't want to happen is when so what you don't want to happen is when you start writing copy to be like, "We you start writing copy to be like, "We you start writing copy to be like, "We thought this sentence sounds super cool thought this sentence sounds super cool thought this sentence sounds super cool and accidentally you've completely and accidentally you've completely and accidentally you've completely changed the positioning because someone changed the positioning because someone changed the positioning because someone thought this was a a sexy sounding thought this was a a sexy sounding thought this was a a sexy sounding sentence." So you always try to keep it sentence." So you always try to keep it sentence." So you always try to keep it together like this. And so with someone together like this. And so with someone together like this. And so with someone like Loom, you could potentially get the like Loom, you could potentially get the like Loom, you could potentially get the entire positioning statement entire positioning statement entire positioning statement re-represented in the first scroll of re-represented in the first scroll of re-represented in the first scroll of your page. And so some of this is what your page. And so some of this is what your page. And so some of this is what Loom actually did. Some of it would be Loom actually did. Some of it would be Loom actually did. Some of it would be things that we would have changed. But things that we would have changed. But things that we would have changed. But right the beginning it says Loom on, right the beginning it says Loom on, right the beginning it says Loom on, meetings off. So already we're saying meetings off. So already we're saying meetings off. So already we're saying don't use a competitive alternative of don't use a competitive alternative of don't use a competitive alternative of meetings and then it says record quick meetings and then it says record quick meetings and then it says record quick videos to update your team and cut down videos to update your team and cut down videos to update your team and cut down meetings by 29%. So there we're getting meetings by 29%. So there we're getting meetings by 29%. So there we're getting our differentiation we're getting the our differentiation we're getting the our differentiation we're getting the exact workflow or the use case of the exact workflow or the use case of the exact workflow or the use case of the product and then at the bottom what we product and then at the bottom what we product and then at the bottom what we would have added is they said you know would have added is they said you know would have added is they said you know trusted by 25 million people. We would trusted by 25 million people. We would trusted by 25 million people. We would have said the screen recorder trusted by have said the screen recorder trusted by have said the screen recorder trusted by and then at that level you've hit all and then at that level you've hit all and then at that level you've hit all five boxes in a very very clear five boxes in a very very clear five boxes in a very very clear homepage. And so when you read this, you homepage. And so when you read this, you homepage. And so when you read this, you obviously don't have the same visceral obviously don't have the same visceral obviously don't have the same visceral reaction that you would have to the reaction that you would have to the reaction that you would have to the previous ones. You say, "Oh, I get it. I previous ones. You say, "Oh, I get it. I previous ones. You say, "Oh, I get it. I understand what this product's for. Why understand what this product's for. Why understand what this product's for. Why is it better? Um, what does it do?" All is it better? Um, what does it do?" All is it better? Um, what does it do?" All that type of stuff. And then from there, that type of stuff. And then from there, that type of stuff. And then from there, the second aspect of this that we think the second aspect of this that we think the second aspect of this that we think is important a lot of times is to is important a lot of times is to is important a lot of times is to actually spell out the problem. So we actually spell out the problem. So we actually spell out the problem. So we we're a big fan of having a problem we're a big fan of having a problem we're a big fan of having a problem section. Some people don't like this

section. Some people don't like this section. Some people don't like this because like we don't like being because like we don't like being because like we don't like being negative, but we think this really helps negative, but we think this really helps negative, but we think this really helps paint the picture. Having a problem and paint the picture. Having a problem and paint the picture. Having a problem and a solution. So we basically take those a solution. So we basically take those a solution. So we basically take those red boxes from the left and give them red boxes from the left and give them red boxes from the left and give them their own space. And so with Loom, it their own space. And so with Loom, it their own space. And so with Loom, it could be something like meetings are could be something like meetings are could be something like meetings are super unproductive and waste everyone's super unproductive and waste everyone's super unproductive and waste everyone's time. You spend a ton of time time. You spend a ton of time time. You spend a ton of time chitchatting. Nobody preps. You need to chitchatting. Nobody preps. You need to chitchatting. Nobody preps. You need to reexlain the context. In the end, most reexlain the context. In the end, most reexlain the context. In the end, most 30 minutes uh meetings could have been 30 minutes uh meetings could have been 30 minutes uh meetings could have been five. And so you're basically setting five. And so you're basically setting five. And so you're basically setting people up for the other half, which people up for the other half, which people up for the other half, which would be this would be this would be this uh we would we would call it the uh we would we would call it the uh we would we would call it the solution intro where you basically solution intro where you basically solution intro where you basically repitch the product in the context of repitch the product in the context of repitch the product in the context of the problem that you just explained. And the problem that you just explained. And the problem that you just explained. And this actually was what Loom had on their this actually was what Loom had on their this actually was what Loom had on their page for a while. The easiest screen page for a while. The easiest screen page for a while. The easiest screen recorder you'll ever use. Record in a recorder you'll ever use. Record in a recorder you'll ever use. Record in a few clicks, share anywhere, collaborate few clicks, share anywhere, collaborate few clicks, share anywhere, collaborate better. And then what we would go to is better. And then what we would go to is better. And then what we would go to is what we would call the 30-se secondond what we would call the 30-se secondond what we would call the 30-se secondond product demo. In reality, when people product demo. In reality, when people product demo. In reality, when people read homepages, they don't actually read homepages, they don't actually read homepages, they don't actually read. They just skim. They're just read. They just skim. They're just read. They just skim. They're just jumping from headline to headline to jumping from headline to headline to jumping from headline to headline to headline. Maybe they're reading headline. Maybe they're reading headline. Maybe they're reading something for a second underneath. But something for a second underneath. But something for a second underneath. But if you watch people, if you spend so if you watch people, if you spend so if you watch people, if you spend so much time crafting the perfect sentences much time crafting the perfect sentences much time crafting the perfect sentences and then you watch a friend use the and then you watch a friend use the and then you watch a friend use the website and you say, "Hey, check out website and you say, "Hey, check out website and you say, "Hey, check out this company. Don't say it's one that this company. Don't say it's one that this company. Don't say it's one that you work for, you know, or they'll just you work for, you know, or they'll just you work for, you know, or they'll just go like this." They'll just get on their go like this." They'll just get on their go like this." They'll just get on their trackpad. They're like, "Okay, let me trackpad. They're like, "Okay, let me trackpad. They're like, "Okay, let me check it out." And they're just check it out." And they're just check it out." And they're just scrolling. They're like, "Yeah, this is scrolling. They're like, "Yeah, this is scrolling. They're like, "Yeah, this is interesting." And you're like, "You interesting." And you're like, "You interesting." And you're like, "You didn't read anything." And they're like, didn't read anything." And they're like, didn't read anything." And they're like, "What do you mean? It's this and this."

"What do you mean? It's this and this." "What do you mean? It's this and this." That's how we engage. So, what we're That's how we engage. So, what we're That's how we engage. So, what we're trying to do is give a we call it the 30 trying to do is give a we call it the 30 trying to do is give a we call it the 30 secondond product demo. In reality, it secondond product demo. In reality, it secondond product demo. In reality, it probably has to be a 15-second product probably has to be a 15-second product probably has to be a 15-second product demo, which is to hit the main demo, which is to hit the main demo, which is to hit the main functionality that could be understood functionality that could be understood functionality that could be understood in a 15-second scan. So, then we would in a 15-second scan. So, then we would in a 15-second scan. So, then we would take the right half of that canvas from take the right half of that canvas from take the right half of that canvas from before and start pulling them into what before and start pulling them into what before and start pulling them into what we would call product highlights. And we would call product highlights. And we would call product highlights. And so, what we're trying to do is basically so, what we're trying to do is basically so, what we're trying to do is basically say, okay, we set up the problem. We say, okay, we set up the problem. We say, okay, we set up the problem. We showed you exactly what's the issue with showed you exactly what's the issue with showed you exactly what's the issue with it. Now, let's show how we solve it. And it. Now, let's show how we solve it. And it. Now, let's show how we solve it. And so, these some of these are actual so, these some of these are actual so, these some of these are actual things that Loom did. Again, we're things that Loom did. Again, we're things that Loom did. Again, we're trying to color code based on these trying to color code based on these trying to color code based on these messaging elements. things like a messaging elements. things like a messaging elements. things like a feature which would be like one specific feature which would be like one specific feature which would be like one specific part of the product, the capability part of the product, the capability part of the product, the capability which is what you do with that feature which is what you do with that feature which is what you do with that feature and then the benefit. It's like why does and then the benefit. It's like why does and then the benefit. It's like why does this matter? What would this help me? this matter? What would this help me? this matter? What would this help me? What would be the outcome? Like you know What would be the outcome? Like you know What would be the outcome? Like you know the thing that it would change and so the thing that it would change and so the thing that it would change and so lightning fast screen recording record lightning fast screen recording record lightning fast screen recording record your screen and camera at the same time your screen and camera at the same time your screen and camera at the same time with Loom's Chrome extension, desktop with Loom's Chrome extension, desktop with Loom's Chrome extension, desktop app or mobile app. Um on the next one, app or mobile app. Um on the next one, app or mobile app. Um on the next one, right, editing video is as easy as right, editing video is as easy as right, editing video is as easy as editing a text. Loom transcribes your editing a text. Loom transcribes your editing a text. Loom transcribes your videos automatically, letting you videos automatically, letting you videos automatically, letting you highlight and delete what you don't highlight and delete what you don't highlight and delete what you don't like. And then you know you could do the like. And then you know you could do the like. And then you know you could do the last two if you had four you could maybe last two if you had four you could maybe last two if you had four you could maybe have three. Share your Loom with your have three. Share your Loom with your have three. Share your Loom with your whole team. Loom creates a unique link whole team. Loom creates a unique link whole team. Loom creates a unique link for every video that you can email or for every video that you can email or for every video that you can email or text. They can view without creating an text. They can view without creating an text. They can view without creating an account. See who watched and how long.

account. See who watched and how long. account. See who watched and how long. Loom tells you exactly when someone Loom tells you exactly when someone Loom tells you exactly when someone watches your video and how far they got. watches your video and how far they got. watches your video and how far they got. So you know who needs a gentle So you know who needs a gentle So you know who needs a gentle follow-up. So we're trying to get the follow-up. So we're trying to get the follow-up. So we're trying to get the holistic thing in maybe 15 to 30 seconds holistic thing in maybe 15 to 30 seconds holistic thing in maybe 15 to 30 seconds of a scan, not being too complicated. of a scan, not being too complicated. of a scan, not being too complicated. And then from there, the rest of the And then from there, the rest of the And then from there, the rest of the page becomes very modular and can kind page becomes very modular and can kind page becomes very modular and can kind of highlight specific things to your of highlight specific things to your of highlight specific things to your business. If you have resources that you business. If you have resources that you business. If you have resources that you want to share, that could go there. You want to share, that could go there. You want to share, that could go there. You need to show people that you have need to show people that you have need to show people that you have integrations, you could have that go integrations, you could have that go integrations, you could have that go there. But if you can just nail these there. But if you can just nail these there. But if you can just nail these main ones, the hero main positioning main ones, the hero main positioning main ones, the hero main positioning section, the problem and the solution, section, the problem and the solution, section, the problem and the solution, and the 15-second product demo, you will and the 15-second product demo, you will and the 15-second product demo, you will be, in our experience, in the top 1% of be, in our experience, in the top 1% of be, in our experience, in the top 1% of all website messaging. So, that is my all website messaging. So, that is my all website messaging. So, that is my talk. Thank you all for listening. If talk. Thank you all for listening. If talk. Thank you all for listening. If you enjoyed that talk, I hope you'll you enjoyed that talk, I hope you'll you enjoyed that talk, I hope you'll join us at our next MicroCom event. join us at our next MicroCom event. join us at our next MicroCom event. Getting in the room with two or 300 Getting in the room with two or 300 Getting in the room with two or 300 like-minded SAS founders for a few days like-minded SAS founders for a few days like-minded SAS founders for a few days is an incredible experience. If you want is an incredible experience. If you want is an incredible experience. If you want to learn more or get notified when our to learn more or get notified when our to learn more or get notified when our next event is announced, head to next event is announced, head to next event is announced, head to microcom.com/events. microcom.com/events. microcom.com/events. If you're on the fence and want to check If you're on the fence and want to check If you're on the fence and want to check out another talk to see if it's the out another talk to see if it's the out another talk to see if it's the right vibe, watch this next talk that right vibe, watch this next talk that right vibe, watch this next talk that Pel Gzone gave from the microcom stage Pel Gzone gave from the microcom stage Pel Gzone gave from the microcom stage into Bravnik last year. In it, he into Bravnik last year. In it, he into Bravnik last year. In it, he details his sevenstep journey from maker details his sevenstep journey from maker details his sevenstep journey from maker to entrepreneur as he grew balsamic to to entrepreneur as he grew balsamic to to entrepreneur as he grew balsamic to $6.6 million per year. Thanks for $6.6 million per year. Thanks for $6.6 million per year. Thanks for watching. We'll see you next time.