What Your Positioning Strategy Actually Costs You

Most teams treat positioning as a one-time branding exercise. But unclear positioning creates a cascade of problems — muddy messages, confused champions, scattered channels, and now, AI that can’t describe your company at all.

Rob Kaminski from Fletch PMM has led 500+ positioning projects for B2B companies including Notion, Superhuman, and GitLab. We brought him in to walk through a real case study and show what happens when you get specific.

What you’ll learn

The specificity cascade How narrowing your target market unlocks message clarity, champion clarity, channel clarity, success story consistency, and content clarity — all at once.

Target market before differentiation Why you can’t talk about what makes you special until you know exactly who you’re talking to — and why firmographics alone won’t get you there.

Homepage as a positioning litmus test Most homepage copywriting problems are actually messaging problems in disguise. Rob walks through how to use your homepage as a forcing function for positioning decisions.

How positioning impacts AI visibility When your positioning is consistent across hundreds of pieces of content, AI cites you. When it isn’t, you don’t exist. We show real examples of what this looks like.

Live case study + Q&A Rob walks through a real B2B company’s positioning from broad to narrow, showing the trade-offs at each level of specificity.

Why this topic matters

Positioning isn’t a brand exercise you do once and file away. It’s the foundation that determines whether your content compounds, whether AI can describe you accurately, and whether your growth engine actually works. This workshop gives you a framework from 500+ B2B companies and shows you how to apply it.

You’ll learn from

Rob Kaminski Co-Founder at Fletch PMM. Rob has led positioning projects for 500+ B2B technology companies including Notion, Superhuman, and GitLab. He brings a framework-driven approach to target market definition and differentiation that makes messaging, channels, and content decisions dramatically easier.

Jason Gong VP, GTM (Growth/Marketing) at GrowthX. Jason works hands-on with customers to turn strategy into a machine that ships consistently, stays aligned to the audience, and holds quality as you scale.