Messaging
More marketing can't fix an unclear message
Additional advertising, a website redesign, or more sales training will not solve the underlying problem if customers still do not understand why your offering matters.
Jul 22, 2026 · 6 min read
Customer insight
Ideas for understanding customers, improving communication, and creating greater business impact.
- Customer Understanding
- Messaging
- U.S. Market Entry
Customer Understanding
The difference between features and value
Feature lists describe what you built. Value describes what changes for the customer. Most B2B messaging never makes the translation.
Jun 18, 2026 · 5 min read
U.S. Market Entry
Entering the U.S. market? Your message needs to work here
A message that performs well at home often underperforms in the U.S. The product did not change — the competitive context, expectations, and objections did.
May 30, 2026 · 6 min read
The Closer to Customers Brief
Get new insights as they're published.
How much of your growth plan has been verified with customers?
A Customer Truth Conversation is a focused discussion — not a pitch — about where your organization is deciding on assumption, and what the evidence would change.