Insights
Inspiration to drive business
Here’s what we’re thinking about as we work with some of the world’s coolest, high-growth companies.
Scroll for real-world insights and reflections. Subscribe to The Point That Matters to get them in your inbox.
Stories, laughter, and Hollywood magic—with Ben Proudfoot and our favorite B2B storytellers.
The Art of Story
What Tech Can Learn from an Award-Winning Filmmaker
We believe every brand has an Oscar-worthy story—it just takes the right lens to tell it.
In partnership with two-time Academy Award-winner Ben Proudfoot, we gathered CMOs, CEOs, and CROs to explore what makes a story unforgettable—and how leaders can use that power to inspire connection, spark realization, and move people to act.
What unfolded was an evening of laughter, reflection, and genuine connection—proof that the stories that move us most are the ones that make us human.
Marketing Is Owning A Hill (And Then A Mountain): What Leaders Do Right
Ellie Victor’s Forbes Agency Council article explains how leaders define market shifts, name their hill, and build category leadership in B2B.
Humor: The Underrated Advantage In B2B Marketing
Humor isn’t fluff—it’s a strategic edge in B2B. Ellie Victor shares in Forbes why B2B needs a sense of humor and how laughter can build trust, cut through noise, and make your brand unforgettable.
Everyone’s Talking About AI. Here’s How To Stand Out.
Most AI messaging sounds the same. But it doesn’t have to. Learn 4 lessons—drawn from real client work—for brands that want to break through the noise.
3 Positioning Strategies to Fuel Your Company’s Growth
Many teams stall at $100M. Ellie Victor shares 3 messaging moves on Forbes that align leadership, sharpen strategy, and make growth a whole lot easier.
4 Strategies For Bolder, More Believable Positioning
How can you make bold promises that customers believe? Four quick strategies to make your claims credible, memorable, and measurable.
The Surprising Advantages Of Mixing Mindfulness And Marketing
Curious about the magic behind ZOOM? Uncover how we've woven mindfulness into our practices and how it might work wonders for you too.
Mastering The Art Of Brand Positioning With Data
Our definitive guide to data-driven positioning: How to break the tie when your team disagrees, the role of prospects, and the killer question to combat naysayers.
The Road to Revenue: 3 Keys to Align Sales and Marketing Behind 1 Message
3 keys to aligning sales and marketing to deliver a consistent brand experience, optimize marketing dollars, and close deals faster.
The Importance Of Taking A Stance On AI
Co-CEO Ellie Victor illustrates why taking a stance on AI matters and how some businesses are leading the way.
Branding Vs. Positioning—and How to Seamlessly Blend Them
Our Co-CEO Ellie demystifies the distinctions between branding and positioning, two frequently intertwined concepts, in this Forbes article.
What Can We Learn about Brand Positioning from the Sport of Tennis?
In this Forbes piece, our co-CEO Ellie Victor looks to sports as a tangible teacher. Learn how the pros position on and off the court.
Define Your Hill on Your Terms, Own Your Brand.
These case studies demonstrate the value of defining your own hill. These leaders have increased company value, streamlined the sales process, and aligned leadership around data-driven positioning.
On Demand ZOOMinar
How do you position for breakout growth?
Rick Schultz (CMO, Databricks) and Mandy Dhaliwal (CMO, Nutanix) share how they’ve led through market shifts, aligned their exec teams, and positioned their companies to scale from $100M to billions.
Watch now for real-world stories and fresh ideas you can use.
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