Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Zero-click did not kill the website I’m seeing this question pop up in B2B communities often lately. Is the website useless now with zero-click? Zero-click is what happens when a search result, social feed, or AI tool gives someone enough of an answer that they don’t need to click through. They might read the AI Overview, skim a snippet, get the vendor shortlist from ChatGPT or...
1 day ago • 4 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Your buyer should not have to connect the dots A homepage can use real voice of customer and still be wrong. I was reminded of this on a call this week. A potential client had a homepage headline built from something a customer had said. Which is already better than most B2B homepages, to be fair. No committee fluff. No “unlock seamless growth.” No category soup. Actual customer...
8 days ago • 3 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Can you describe your email in one sentence? If you cannot describe an email in one sentence, the person reading it will not know what to do with it either. That is the one-sentence test, and it is the cleanest diagnostic I know for email sequence architecture. You just need to ask: can I articulate what this is for? If the answer is no, the email is not ready to send. The stakes of...
15 days ago • 3 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Positioning is a verb, not a fancy document Hey there! After two weeks taking some time off in the wilderness of Scotland, I’m back in full force. While coaching a founder on how to improve their offer and research their ICP before a product launch, I had a nagging thought: too many companies think of positioning as the thing you end up with, instead of the work you do to get there. You...
22 days ago • 5 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. The Four Forces of Every Purchase Decision — And How to Tell That Story You’ve probably heard the advice to “join the conversation already happening in your customer’s head.” I say it constantly, and by now it has almost become gospel. The problem is that most people leave it there, as if knowing the phrase is the same as knowing how to do it. Recently, I read this post by Bob Moesta on...
about 1 month ago • 6 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Stop selling AI. Start selling Tuesday afternoons. Here’s the number that should terrify every AI SaaS founder right now: 88%. That’s how many companies McKinsey surveyed say they’re using AI. And only six percent — 6 — see any meaningful financial value from it. The median company has deployed it, but they haven’t gotten anything out of it. The gap we’re seeing is not between AI or no...
about 2 months ago • 7 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. How to get your positioning out of your head and onto the page There’s a version of your positioning that’s sitting in your head right now. It’s might feel crisp in there, but it hasn’t made it to the homepage yet. And that’s the problem. Like they say, “No plan survives first contact with the enemy.”, your enemy in this case is your assumptions. You might have all the conviction in the...
about 2 months ago • 5 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. How to fix stitched-together messaging A lot of multi-product companies build their messaging the same way they build their products: one team, one story, ship it. Then another team, another story. Then another. Each product becomes its own world with its own voice, its own angle, its own claim on the customer’s attention. And sometimes those individual stories are actually good. Really...
2 months ago • 3 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. Why your pipeline is stuck (and why it's not your sales team's fault) This is what happens when pipeline stalls at a SaaS company: The CEO calls in the VP of Sales, “The leads are not converting!” → The VP of Sales runs a training, “The team needs better scripts, let’s get this done”. → The Head of Product gets pulled in, “We need to ship new features, and fast”. And then nothing...
2 months ago • 8 min read
Read online Welcome to Unpacking Meaning. If you received this from a friend and enjoy it, subscribe here. The era of human-agent fit People are talking about how much work they get done with AI agents, but not enough about what you learn from them. We risk getting into a spiral of productivity-maxing (more oputput), while skipping the fundamentals (more understanding). Don’t get me wrong, I’m all for getting more done, especially with little resources, but what’s different here compared to a...
3 months ago • 5 min read