Context
TODO: Set the scene. What was the company, and what had shifted — product, market, buyer, competition?
The Problem
TODO: The positioning gap. Something like “The product had evolved beyond its original ICP but messaging still spoke to the old audience.”
Approach
TODO: The insight or framework that shaped the new positioning. Research, customer conversations, competitive analysis — how did you get to the wedge?
Execution
TODO: 3–5 moves. Messaging system, website rework, sales enablement, launch plan.
- Move one
- Move two
- Move three
Results
TODO: What changed? Pipeline, win rate, demo-to-close, inbound mix, brand awareness — whatever you can credibly tie to the repositioning.
Reflection
TODO (optional): What you’d do differently, or what surprised you.