For companies launching, entering a new market, or repositioning an existing product.
The work starts with the audience map. Which audiences the company actually sells to, what each one needs to verify before acting, and which of them has the shortest path to a decision.
Companies with traction start from their own pipeline data. Companies without it start from market research. Neither one starts from a guess.
From there I audit the company's existing communication against a fixed set of criteria, applied to every audience segment. The output is a finding per criterion, per audience. When several criteria return the same result across all audiences, the problem is structural, not cosmetic.
I benchmark against how comparable companies in the sector position themselves, then separate what the review can resolve from what needs an internal decision first.
What you receive:
- Audience map with what each segment needs to validate
- Positioning audit, one finding per criterion per audience
- Market benchmark against comparable companies
- Primary ICP definition and category mapping
- Value proposition and messaging hierarchy
- A written strategic direction, with the questions that need an internal decision before anything is published
What this is not: ad campaign execution, lead generation, or
revenue projections without market data.