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.
2022 Year-End Review: Top 3 Trends in Product and Service Positioning
With 24 years in the biz, we've seen positioning strategies and word choices that make or break success. Here are the three hottest positioning trends we saw in 2022.
Something Old, New, Borrowed and Viral in Marketing
Ellie shares something old, new, borrowed and viral! Four stellar ways we’ve seen clients capture hearts and minds in their markets.
Positioning Leader Spotlight
When Scott joined ThoughtSpot as CMO the company had no revenue and 40 employees. Today this data unicorn has over $100M in revenue and a $4.2B valuation. How did he do it? We asked.
Lessons from Positioning Leaders
We reached out to 16 of our top C-level clients to get their secrets for rolling out new positioning. What sets the positioning leaders apart from laggards?
A ZOOM into 24 Years of “Then and Now” Moments
Take a ZOOM back in time and see what’s changed since we’ve built our hill in 1997.
Snowflake CMO: How to Position for Your First $100M and Beyond
Snowflake CMO Denise Persson shared her 5 pillars to success at SaaSTr Build. Here’s what they are, why positioning is the first critical step and how to get it right.
Authentic Positioning to the Rescue: Clients Respond to COVID
Check out our clients’ creative & authentic response to the COVID crisis takes our respect to new heights.
Positioning in the World of COVID-19: Beyond Digital Transformation to Digital Survival
Nick's recap of the March TTI/Vanguard Conference connects innovations to a new era of digital survival.
Our Human Algorithm for AI Positioning Success
We’ve positioned many leading data & AI companies over the past few years. In fact, it’s becoming our thing.
My Key Take-Aways from Good Food Conference
Silicon Valley hosted the Good Food Conference, it was exciting to get a taste of the good food movement as it moves mainstream!
Why Data-Driven Positioning Wins
What is data-driven positioning? It’s the process of using data from customer & prospect testing to drive optimal & targeted market differentiation.
Creating Authentic Positioning in the Age of Disruption
How hundreds of women CEOs tapped into their purpose to distinguish their companies in a dramatically changing world.
Positioning in the Age of Authenticity
Human attention span has gone from 12 to 8 seconds in the last decade. Now it’s a second less than that of a goldfish. Yikes!
Owning a Mountain
How do you own a mountain? The smart way to own a mountain is to start by owning a hill.
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.
ZOOMTOONS
