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Perspectives on positioning, partnerships, and go-to-market in B2B tech.

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The newest piece of thinking from the team.

Positioning
CloudNation: Growing with Microsoft

CloudNation: Growing with Microsoft

Strengthening AI value propositions to achieve growth through partnership.

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Positioning
Why some tech businesses need to create a new industry category.

Why some tech businesses need to create a new industry category.

When existing labels fall short, you may need to create and claim your own category.

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Positioning
When failure isn’t an option, you need a rock-solid business foundation.

When failure isn’t an option, you need a rock-solid business foundation.

Why a solid strategic foundation has to come before the tagline.

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Launch
It’s not just about what you say, but how you say it.

It’s not just about what you say, but how you say it.

How to tell your story in a compelling way, once your strategy is in place.

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Positioning
The scariest challenges we’re seeing in tech today.

The scariest challenges we’re seeing in tech today.

The tech industry is facing some chilling challenges. What are they, and what's the answer?

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Positioning
Want to grow? Time to change your mindset.

Want to grow? Time to change your mindset.

Every tech company wants to grow, but not everyone has the right growth mindset.

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