by nicvonschneider | Aug 21, 2026 | Uncategorized
Company values are easy to write and difficult to live. That difference became increasingly clear while working with leadership teams across industries and markets. In one engagement, a company had a polished set of values displayed throughout its office, included in...
by nicvonschneider | Aug 18, 2026 | Uncategorized
In a recent positioning project, our team reviewed a company that had all the ingredients of a strong market position: experienced leadership, respected customers, reliable delivery, and a long list of capabilities. It was still losing opportunities to less...
by nicvonschneider | Aug 14, 2026 | Uncategorized
Moving from the mid-market to the enterprise is not simply a matter of increasing your prices, adding a few case studies, or changing the word “scalable” to “enterprise-ready” on your website. It is a change in the way your company is understood, evaluated, and...
by nicvonschneider | Jul 31, 2026 | Uncategorized
A few months ago, our team was deep inside a positioning project for a B2B company competing in a highly saturated technical market. The product was strong. The leadership team was experienced. The sales team knew the buyers. On paper, they should have been winning...
by nicvonschneider | Jul 28, 2026 | Competitive Differentiation, Market Positioning
We started outlining this article after a positioning project with a mid-market manufacturing company that had a familiar problem: they were not losing because their product was weak. They were losing because the market could not tell why their product mattered more...
