Positioning one-pager
The claim, the target role and the directions explicitly ruled out, so the team can turn down requests that drift off course.
SELECTED CASES / 2—6 WEEKS
Three projects, and how judgment turned into a team’s next step
No logo wall and no invented growth figures. What stays here is the problem, the constraints, the directions dropped, what was delivered and what the team did next.
Three projects, three common moments of decision
- 1
01 · Positioning a B2B collaboration tool · 5 weeks
From 86 support records and 12 interviews, “for everyone” narrowed to “keep important decisions traceable”, and the roadmap and sales story changed with it.
- 2
02 · Website story for a vertical SaaS · 3 weeks
After reviewing 24 sales calls, the home page moved from a feature list to “what happens when you replace the old way”, with implementation and migration risks addressed.
- 3
03 · Service design for an independent consultant · 2 weeks
63 articles and 17 consultation notes reorganised into three clear ways in: what to focus on, how to say it, how to test it.
86support records reviewed one by one
12interviewees across three roles
24sales calls coded by objection
63 / 17articles and notes reclassified
Clients leave with documents they keep using, not a presentation
Scenario map
Triggers, roles and where the record lives on one map, separating frequent scenarios from rare ones.
Story wireframe
The order on phones and the one question each screen answers, with the reasons the dropped versions were dropped.
Experiment cards and review
Signals, timing and stop conditions agreed in advance; after the project, the team keeps reviewing on its own.
NEXT STEP
First, work out whether you are stuck on positioning, message or proof
A project brief only needs the background, what is being argued about, the deadline and who decides. The first conversation decides whether it is worth doing, not the price.