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Strategy and research: positioning, pricing, and the proof behind them
Positioning, pricing, market research and competitor analysis. The work that happens before the first page gets written: what the market will pay, who is already there, and which claims you can support when someone asks for the source.
26 articles
Customer Journey Map Template: The Stage Nobody Maps Because Nothing Breaks There
Between us, the document you brought back from the last journey workshop describes a customer who does not quite exist. Every row in it belongs to somebody who stayed. The people who reached the final step and left are absent because the template you were handed asks what your customers did, and never asks what they nearly did. So what would your map look like if the people who almost bought had a column of their own? You already know two of their names. You just never had anywhere to put them.
Martin J.StrategyOct 16, 2026Marketing Plan Template: The Version That Survives Contact With a Quarter
The plan you approved in January was correct on the day you signed it. When the paid search line breaks next Tuesday, who on your team is supposed to say so out loud?
Martin J.StrategyOct 16, 2026Brand Voice Guidelines: A Working Document, Not a Wall Poster
You have a voice document eleven people approved and nobody has opened since. That is the normal state of brand voice guidelines, and it is why the same paragraph keeps getting rewritten. So what makes the next reviewer actually apply it?
Martin J.StrategyOct 15, 2026Go-to-Market Strategy Template: The One Page Every Launch Actually Needs
A template you cannot finish is worse than no template, because it looks like a plan. Yours probably stops at the section that asks who the first buyer is. Does it have an answer, or a blank you have learned to skip?
Team AllAbleStrategyOct 15, 2026
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Guerrilla Marketing Examples: What Made Them Work and What You Can Copy
Guerrilla marketing examples are easy to copy and almost impossible to explain. The galleries ranking for the phrase show you ten stunts and never once say what made any of them spread. Can you name the mechanism behind the last campaign you ran?
Martin J.StrategyOct 14, 2026Client Satisfaction Survey Questions: What to Ask and What the Answers Actually Tell You
Your client says the work is fine, then leaves at renewal without warning. What did your last survey actually ask them? It scored your performance, and performance is not what decides a renewal.
Martin J.StrategyOct 9, 2026Penetration Pricing in 2026: Definition, Examples and When It Backfires
Penetration pricing is the tactic of entering a market below the going rate to buy share quickly, and the definition fits in two sentences. What does not fit anywhere is the morning your introductory price has to go up. The harder part is who the low price recruits: the customer who chose you because you were cheaper, still on your books the day the discount expires. If you raised your price by 20% next quarter, how many of the accounts you won on price would still be paying you six months later? Most operators I ask will guess, and almost none can measure, because the measurement has to start on day one. The arithmetic behind that answer does not flatter the discount.
Team AllAbleStrategyOct 8, 2026Competitor Analysis Frameworks in 2026: Match the Framework to the Decision
Slide fourteen of a board meeting, and someone has just asked what changed because of the competitor deck. I have sat in that room. The quadrant map on the slide is accurate, the inputs behind it are a year old, and everyone around the table can see that the honest answer is nothing yet. The framework was never the problem, and picking a trendier one will not fix it. What your team lacks is a rule for which analysis to run, which is why four people in the same company can each defend a different model and all four can be right. A new market enters the picture, a rival cuts price, a competitor raises a round. How do you decide which of the five standard models to open?
Martin J.StrategyOct 3, 2026
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