Voice of customer, made simple.
Every GTM engagement I've run starts the same way: shut up and listen. Not focus groups. Not surveys. Real conversations where I say almost nothing and write down the exact words people use to describe their own problems.
Those words become the headline. The positioning. The offer. You find it, you don't invent it.
Most positioning fails because it's written from the inside out. The company says what it is. The customer reads what they'll get. These are different things. The gap between them is where deals die.
I close the gap by anchoring the offer on a single, provable advantage and building outward from there. Nothing clever. Just specific.
Tactics without infrastructure decay fast. A campaign works once. A system compounds. My job is to build the infrastructure that makes the second campaign cheaper and faster than the first.
That means clean attribution, automated follow-up, documented playbooks, and a team that doesn't need me to run it after I leave.
"Talk about their life instead of your idea." — Rob Fitzpatrick, The Mom Test