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 an independent study
From Ramp’s public launch of Router: the release contrasts Router with “a routing layer alone,” tying model choice to Ramp’s spend visibility and controls. Lowest-cost routing is a promise any router can make; the spend-visibility connection is the part only Ramp can claim. So for existing Ramp customers I would test spend visibility first, and switch to lower-cost routing if Product cannot confirm the spend connection. My analysis, from Ramp’s August 19, 2026 press release. See the study →
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
Renamed an app called by its list of formats (Diagram Git Markdown LaTeX HTML PlantUML Mermaid Swagger UML) to Just Add+ Embed, and built the positioning and supporting work around the customer problem instead of the list.
Read the case study