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ChatGPT Image Mar 10, 2026, 05_05_52 PM (1)

THE REAL ISSUE

A positioning statement your competitors can't copy.

You've got a good product. Maybe a great one.

But pull up your website next to your top three competitors and try this: swap the logos. Does anyone notice?

If the answer makes you uncomfortable, you're not alone. Most B2B companies have the same "About" page wearing a different shade of blue. Same promises. Same stock photo of a diverse team high-fiving in a glass conference room. Same "we're passionate about helping businesses grow" copy that says absolutely nothing.

Your buyers see it. They just don't tell you about it. They tell each other. Usually by choosing someone else.

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The Promise

You'll leave this workshop knowing exactly what makes your business different and how to say it.

That's the whole point.

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WHAT YOU'LL ACTUALLY USE THIS FOR

When buyers can't tell you apart from your competitors, they pick whoever is cheapest.

When you sound like everyone else:

  • Deals stall at pricing because buyers have no reason to pay more for "the same thing"
  • Your sales team defaults to discounting because they can't articulate why you're different (and honestly, neither can you)
  • Inbound leads dry up because your content says what every other company in your space already said, just with a slightly different font
  • Referrals carry all the weight and the second that slows down, the pipeline looks like a ghost town in February

You don't have a marketing problem. Your positioning is broken. Everything downstream is a symptom.

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one word

WORKSHOP DETAILS

90 minutes. One word. Your market stops confusing you with everyone else.

I've spent years helping businesses find their positioning. But the same pattern keeps showing up: companies across every industry built something good, and then described it the same way everyone else does.

I built this workshop specifically for B2B companies who are tired of being forgettable.

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WHAT ACTUALLY HAPPENS

Here's what happens in 90 minutes:

1. Competitive Analysis

We pull up your competitors and do what your team has been avoiding: an honest, side-by-side comparison of how you show up versus how they show up. No ego. Just clarity. (This part alone is worth the price. Most companies have never actually done this.)

2. Differentiation Exercise

We run you through a structured exercise that strips away the generic and surfaces what's actually different about your business. Not what you wish was different. What IS different. The stuff hiding in plain sight that you've been underselling because you thought everyone did it.

3. UVP Mapping

We take that raw differentiation and turn it into a value proposition that your sales team can actually use in a conversation without sounding like they're reading from a brochure printed in 2014.

4. Your Positioning Word

You leave with the single word your company should own in your market. One word that, when a buyer hears it, they think of you first. This is the anchor that everything else (your website, your pitch, your content, your sales conversations) gets rebuilt around.

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FORMAT AND PRICE

Five companies. That's it.

Each session is capped at five businesses. Not because it sounds exclusive. Because the work doesn't function with more people in the room.

This is a workshop, not a webinar where 200 people watch a slide deck and leave with a PDF they'll never open. You're getting direct feedback on YOUR positioning, YOUR competitors, YOUR market. That requires small groups and real attention.

When a session fills, we open the next one. But each group is limited to five.

First come, first in.

Differentiation Workshop

$1,000

What’s Included:

  • objects 90-minute live workshop (5 companies max per session)

     

  • objects Side-by-side competitive analysis of your market
  • objects Structured differentiation exercise
  • objects UVP mapped to a statement your sales team can use in conversation

     

  • objects

    Your one positioning word with rationale

  • objects

    Session recording

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Why listen to us?

I've done this for businesses in a lot of industries. Here's why that matters.

I've spent years helping B2B companies figure out what makes them different and build everything around it. Software companies, professional services firms, financial services. The positioning problem is the same across all of them, and so is the fix.

I'm even speaking at a banking conference this year on this exact topic. Positioning principles don't change by industry. The application just needs some adjustments.

I'm not a theorist. I've watched too many good companies lose deals to worse competitors with better positioning, and I got tired of it.

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Got questions?

I've heard a lot of reasons why not to differentiate. All of them are anchored more in fear of taking a stance than logical reasons not to. Here are some of the common questions I've received. 

"We already know what makes us different."

Then say it in one sentence without using the words "quality," "service," "experience," or "solutions." If you can, you probably don't need this. If you paused for more than three seconds, book the workshop.

"Can't we just do this internally?"

You could. You've had the chance for years. The reason you haven't is the same reason a surgeon doesn't operate on themselves. You're too close to it. You need someone who will look at your business the way a buyer does, not the way a founder does.

"$1,000 seems steep for 90 minutes."

Your last deal that stalled because the buyer couldn't tell you apart from the other three proposals on their desk cost you a lot more than $1,000. This is the cheapest fix for the most expensive problem you're ignoring.

Join the Workshop

Stop being the company buyers can't remember.

Five spots. 90 minutes.

One word that changes how your market sees you.

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