STRATEGIC POSITIONING AND GO-TO-MARKET NARRATIVE

Ten leaders. Ten answers. One buyer who walks.

Only 4% of companies surveyed believe they have a clear, consistently understood value proposition (Bain & Company, 2026). When value isn’t clear, marketing says one thing, sales says another, and AI repeats all of it at machine speed. We call it Value Dissonance™.

Take the Narrative Assessment

Seventeen questions. Five minutes. No email required.

PROBLEM

Value Dissonance™.

The clash a buyer feels when everyone representing you tells a different story about your value. It costs you stalled deals, slow ramp, and an AI layer that repeats the confusion on every surface.

That confusion makes buyers hesitate, pushes the conversation toward price, and gives them another reason to do nothing.

Hand drawn sketch titled Value Dissonance™. Across the top, three stick figures labelled Marketing, Sales and Success, each with a thought bubble holding an arrow pointing a different direction. Below them the buying team: a Champion, a cluster of ten or more Stakeholders, and a CFO whose thought bubble reads WTF.

OUTCOME

Unmistakable impact.

What if every conversation, human or digital, sent a clear signal about your differentiated value proposition? Different people, different conversations, all working in concert. Your champion could carry that clarity into rooms you’ll never enter.

Companies with a clear, consistently understood value proposition reported 19% revenue growth in 2025, compared with 12% for companies with limited or inconsistently communicated value propositions. That’s about 1.6 times as fast (Bain & Company, 2026).

Hand drawn sketch titled Your Story Without You. A cutaway house labelled The House, with rooms for The Board and The CFO upstairs and Procurement, Legal, and IT plus Security downstairs. Outside, a figure labelled You hands a note labelled Your Story to a Champion, and a dotted line traces that story through every room without you.

When alignment matters most

At a moment, not a size. A new offering. A new company. A new market. A new partnership. Each one is a launch.

PATH

Narrative spine.

Here’s how we get there. We help you build a clear, consistent narrative around your differentiated value proposition. Your revenue team can use it in their own conversations to help buyers understand why they should choose you over their current situation or any competitive alternative. Four beats. We call it POPS. Not a script, a skeleton. It allows marketing, sales, and success to improvise in front of real buyers and stay on message, and every AI agent inherits it.

Hand drawn sketch titled A Narrative That POPS. Four vertebrae stacked into a spine, each carrying a coral letter: P for Problem, Value Dissonance™; O for Outcome, Unmistakable Impact; P for Path, Narrative Spine; and S for Steps, What To Do Next.

Does it work?

A STARTUP

At CoreConnex, a focus group heard the new narrative on a Tuesday. One participant signed with his CEO the next morning. Same product, same buyer, only the story changed.

AN ENTERPRISE

At Tableau, five senior leaders built the narrative in one workshop. It became the company's onboarding and outlasted the people who wrote it.

A NONPROFIT

Vashon HouseHold asks neighbors to fund affordable homes. Same four beats. This isn't sales technique. It's how humans move humans.

“I worked closely with Bruce and his team in putting together a revenue accelerating executive briefing program between HP and Microsoft focused on eight focused solution areas. Our efforts together resulted in over a 50% deal connect rate and us winning the HP Circle Award for Marketing Excellence.”

Joe Sparks Senior Director, GSI Ecosystem and Alliances at Red Hat On work delivered at HP and Microsoft

Inspire Your Buyers®, the Amazon bestseller, 125 ratings and a five-star average.

Work delivered for HP, Microsoft, SAP, Adobe, Oracle, Dell, Citibank, McKesson, Infosys, Unisys, Alcatel-Lucent, Tableau, and Fastly.

See how the work runs →

STEPS

What happens next

Take the free assessment. Where your story is drifting and what it's costing.
Talk with Bruce. Thirty minutes on your results. No obligation.
Bring your team to a workshop. One room, one narrative spine.
Get aligned for impact. Product, marketing, sales, and success on the same four beats.

Take the Narrative Assessment

Hand drawn sketch titled Steps To Achieve Value. Four footprints walk down the page: one, take the free assessment; two, schedule time with Bruce; three, bring your team to a workshop; and four, in coral, get everyone aligned for impact.

Questions we get.

What is Inspire Your Buyers®?

A go-to-market positioning and narrative consultancy. We help revenue teams find the value their buyers cannot get elsewhere, build a consistent, differentiated narrative, and quantify it in a business case a buyer will defend. Every conversation, human or digital, aligns to that narrative.

What is Value Dissonance™?

The clash a buyer feels when everyone representing a company tells a different story about its value.

Who is this for?

Revenue leaders facing something new: an offering, a market, a partnership, or a newly funded company. It's a big bet, and they can't afford to go to market twice. That takes a high-impact go-to-market narrative, built on a clear, differentiated value proposition their whole revenue team delivers the same way, every time.

How is this different from a messaging framework or a brand agency?

Both work at the communicate layer. We start upstream, at positioning: what you're worth to a specific buyer and why you beat the alternative. We help you define your unique, differentiated value.