Discover Clarity,
Deliver Value.

Most businesses don’t fail because they’re bad at what they do. They fail because they never decided who they’re doing it for. So they build features for “everyone.” Write marketing for “anyone who might be interested.” And ask sales to somehow turn that into revenue. That’s where Personas and Ideal Customer Profiles (ICPs) come in. Not as buzzwords. Not as pretty slides. But as the foundation of every smart business strategy and go-to-market plan. First: What’s the Differenc

If your sales team needs a 14-slide deck just to explain what your company does, that’s not a sales challenge. That’s an identity crisis with a logo. A deck is supposed to support clarity, not manufacture it. The moment explanation becomes the product, something has gone very wrong upstream. Explanation Is Not Value (No Matter How Pretty the Slides Are) Most sales decks start the same way: “Let me walk you through who we are.” Which is a great way to watch a prospect mentally

Let’s start with a simple truth. Most businesses are not bad at what they do. They’re just bad at explaining it. And when you explain something poorly, people don’t lean in. They back away slowly and say things like, “Cool, I’ll think about it,” which is adult language for “I have no idea what you just said.” That’s where a value proposition comes in. Having a good value proposition is the difference between saying: “A microwave heats food quickly so you can eat dinner in thr