Make the value unmistakable.
I connect product truth, customer language, competitive context, and market change into a position the company can use.
- Listen. Stay close to how customers, sellers, the product, and the market describe the problem.
- Detect. Find where the current story is strong, misunderstood, undifferentiated, or becoming stale.
- Verify. Pressure-test claims against product truth and current evidence.
- Decide. Choose what the company should emphasize, de-emphasize, change, or defend.
- Align. Make that position usable across the teams taking it to market.
- Learn. Watch how the market responds and keep refining.
- Start with what's true.
- Differentiate where it matters.
- Keep the story current.
One example, from one run
In a run on Ramp’s Router launch, Ramp’s own headline, “cut your AI bill 40%,” lost the durability check: five vendors say it in near-identical words, so it describes the category, not the company. The line I’d hand the technical evaluator is Ramp’s own, from its launch post: “we don’t build models, so we have no reason to favor any particular one.” Ramp leads with the cost claim instead. My first draft called that line the system’s idea; an independent check fetched the post and proved it Ramp’s. The correction shipped. See the run →
What the position answers
Why this? Why this vendor? Why now? A position is the clearest shared answer to those three questions, not a tagline. The system keeps checking that the answer still matches what the product does, what customers value, how alternatives are changing, and what the market now expects.
How the team relationship works
Product owns what gets built. Leadership owns company strategy. Sales owns the live conversation. PMM owns making the market meaning clear and usable, and contributes context to adjacent decisions without pretending to own them.
Modus Create · Founding PMM
Repositioned Just Add+ from a feature list ("supports 15+ diagram types") to one trust claim, "documentation that writes itself," and rebuilt the site and Marketplace listing around it.
Read the case study