Lawson Abinanti

Lawson Abinanti is co-founder of Messages that Matter, a positioning and message strategy consulting company that works with B2B software companies exclusively.

Members-only

How to deliver differentiated value when you’re not there

Discover strategic techniques to stand out and provide exceptional value to customers, even when you're not in a customer-facing role....

Members-only

Positioning & messaging

How to differentiate a product

In the early days of B2B software, it was common for companies to have functionality no one else had in their market. Differentiation was relatively easy....

What is positioning and how do you claim a position in your market?

Members-only

Product positioning

What is positioning and how do you claim a position in your market?

When colleagues, peers or marketing consultants refer to positioning, what do you think they mean? If you’re not sure, you’re not alone. In this article we'll look at the two proper usages of positioning....