Alexander Estner

I help early-stage SaaS founders build & execute their Go-to-market foundation to grow from €0 to €1 million ARR 🚀

3 WAYS I CAN HELP YOU 👇
1️⃣ GTM Advisory - Work 1-on-1 with me in bi-weekly GTM sprints
2️⃣ GTM Audit - Get a 360° assessment of your current GTM status quo + custom action plan
3️⃣ GTM Content - Bi-weekly newsletter +  Daily LinkedIn posts + Free GTM Library

P.S. You will find the links to all 3 in the featured section.

Among other things, I help you with:
👉 Creating your early/ideal customer profile (ICP)
👉 Working on positioning, messaging & value proposition 
👉 Choosing the right pricing for your business (pricing model, value metric & packaging)
👉 Implementing the right sales strategy (sales-led vs. product-led)
👉 Mastering 2-3 growth channels to continuously generate new deals/trials
👉 Setting up the right tech stack in sales, marketing & customer success
👉 Building your commercial teams.

Send me a DM on LinkedIn or book a free 15-minute intro call to learn more about my offering.

Startup Consultant for B2B SaaS

As a freelance startup consultant, I help early-stage B2B SaaS Startups quickly grow their business with a powerful Growth Strategy 🚀


I work on both, strategic and operational, levels and help you with the following topics.

► For Founders (Launch to Seed Stage):
- Clarify, validate and stress test your business idea
- Win first paying customers and kickstart growth for your SaaS
- Develop and implement a powerful B2B SaaS Growth strategy
- Find product-market fit and close your first funding (business angels & seed)

► For Startups (Seed to Series A Stage):
- Accelerate your growth to 5M€+ ARR
- Review or implement a powerful B2B SaaS growth strategy
- Optimization of direct & indirect growth channels
- Create a growth team mentality, track the right KPIs, and set OKRs

► For more information:
- check out my website (www.alexestner.com)
- subscribe to my FREE weekly newsletter for founders & early-stage startups (https://startupbusinesstips.substack.com/)

► Interested?
- Send me a DM on Linkedin

Your ICP must define your daily GTM work.

If it doesn’t, you’re not enforcing your ICP.
You just have one on paper.

If the ICP is real, it shows up everywhere 👇

• Hero section of your website
• Customers you choose for case studies and logo carousels
• Your LinkedIn post themes
• Upcoming blog articles
• The dropdowns in your product onboarding
• Mandatory CRM fields that define ICP fit
• Filters you use for outbound list building
• Keywords you monitor on Reddit and LinkedIn
• Industry influencers you follow
• Events and conferences you participate in
• Which features you show first in a sales demo
• The examples you use in sales calls
• The objection handling scripts you prepare
• The integrations highlighted on your homepage
• The use cases shown in product screenshots
• The pricing page structure and plan names
• The success metrics you track post-onboarding
• The landing pages you build (or don’t build)
• The partners you co-market with
• The communities you spend time in

And that’s just the obvious layer.

👉 What else is defined by your ICP?

P.S. This post is part of a short LK series: 6 most common GTM problems I see working with early-stage founders. 
Check out mrrunlocked.com for all 6 and follow for tomorrow's post.

Helping SaaS & AI founders build and execute their GTM foundation to grow from €0 to €1 million ARR with less trial and error | ‘Hands-on’ GTM Advisor👇

You’ve defined your ICP, worked on positioning + messaging.
Now it’s time to show your work to buyers.

That means updating your:
- Website
- LinkedIn profile
- Ads
- Outbound messages

…and your sales deck.

Because here’s the uncomfortable truth I've found from working with 30+ startups over the last few years:

Most B2B SaaS decks are either…
- a feature dump, or
- a random collection of slides that don’t build conviction.

But a high-converting sales deck has one job:
Tell a buyer a story they can repeat internally.

In a nutshell, your deck should walk them through:
✅ how they currently handle [use case]
✅ what breaks / why it matters (limitations + cost of doing nothing)
✅ what changes with your product (new way)
✅ what they’ll achieve (results)
✅ why they can trust you (proof + “you’re not alone”)

I put together a slide-by-slide structure + a ready-to-use template built in Pitch.

If you want it, comment “sales deck” and I’ll DM you the link.

Most founders choose their positioning anchor randomly.

They don’t decide it. They drift into it.

And that’s dangerous.

Because your primary positioning anchor determines:

→ How buyers search
→ What they compare you against
→ Who owns the budget
→ What proof you need

Here’s the simplified breakdown of the 4 primary anchors:

1️⃣ Activity Positioning
“We help you do X.”
→ You’re replacing manual workflows
→ No category exists
→ Goal: Create awareness

2️⃣ Use Case Positioning
“We help you do X without Y.”
→ You’re fixing broken workflows
→ Category is emerging
→ Goal: Own the use case

3️⃣ Product Category Positioning
“We are a X.”
→ Buyers already compare vendors
→ Clear budget line exists
→ Goal: Win comparisons

4️⃣ Competitive Alternative Positioning
“We’re a [Leader] alternative.”
→ Market leader dominates
→ Budget already allocated
→ Goal: Steal demand

The mistake I see?

Founders choose Category positioning...
...when there is no defined category. So they invent 'new categories'.

Or they try Competitive positioning…
…without a strong enough wedge.

Positioning must match buyer awareness and market maturity.

Quick test:

When buyers evaluate you, are they:

A) Comparing vendors and search for specific categories?
B) Comparing you to a specific leader?
C) Describing what they want to achieve, even if they don’t know what type of software solves it?

Your answer tells you your anchor.

If you want the full guide (incl. the decision tree + worksheet), comment “positioning” and I’ll send it over.

---
P.S. Follow Anthony Pierri, Rob Kaminski, and April Dunford to dive deeper into positioning.

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Digital Nudging: User Experience positiv beeinflussen

Climate Change, Risks and Challenges

Digital Advertising

The Complete Digital Marketing Course

'Hands-on’ GTM Advisor || I help SaaS founders build & execute their Go-to-market and go from €0 to €1 million ARR with less trial & error || Join 4000+ SaaS leaders & get my free SaaS GTM tactics in your inbox👇

I help early-stage SaaS founders build & execute their Go-to-market and quickly go from €0 to €1 million ARR 🚀

3 WAYS I CAN HELP YOU
1️⃣ GTM advisory - Work with me 1-on-1 in weekly or bi-weekly deep-dive working sessions to build and execute your powerful GTM strategy.
2️⃣ List of 90+ actionable SaaS Growth Tactics and Free SaaS Growth Strategy Worksheet (Links are in the Highlight section).
3️⃣ Free actionable SaaS growth tips: Daily on LinkedIn and bi-weekly in my newsletter (read by 2300+ SaaS leaders)

Bonus: Sponsor my newsletter & reach 2300+ early-stage SaaS founders/leaders/decision makers.

Among other things, I help you with:
- Creating your ideal customer profile (ICP)
- Working on positioning, messaging & value proposition 
- Choosing the right pricing for your business (pricing model, value metric & packaging)
- Implementing the right sales strategy (sales-led vs. product-led)
- Mastering 2-3 growth channels to continuously generate new deals or/and trials
- Setting up the right tech stack in sales, marketing & customer success
- Building your commercial teams.

Send me a DM on Linkedin or book a free 15min virtual coffee to learn more about my offering.

------------
ABOUT ME:

Hi, I'm Alexander Estner - but please just call me Alex.

I'm based in Munich, Germany 🇩🇪 and I've spent my whole career in the startup environment with now more than 10 years of experience in SaaS and marketplaces from being the first commercial employee of a fast-growing SaaS-enabled-marketplace to being a Co-founder of a SaaS startup and now supporting other early-stage founders on their journey from pre-revenue to the first €1 million ARR.

Over the last 2 years, I've helped 25+ SaaS companies grow their business faster with a powerful GTM strategy - as a growth advisor, consultant, or interim manager.

What I care about: 

- Brainstorming new business ideas 💡
- Sustainability, healthy food, and barista coffee ☕.
- Traveling, well-being, and all kinds of sports like skiing, beach volleyball, yoga, and fitness 🧘‍♂️
- Books & podcasts about startups, leadership, personal development, & positive mindset 📚

------------
💡 Currently getting inspired for a new startup

Go-to-market in 2024 is tough.

My best SaaS GTM Guides help you master GTM in 2024.

1️⃣ The Ultimate Ideal Customer Profile Framework
2️⃣ The Ultimate SaaS Messaging Framework
3️⃣ High-converting SaaS Homepage template
4️⃣ The perfect Sales Deck template
5️⃣ The Ultimate SaaS Pricing Guide
6️⃣ The Best Outbound Tech Stack for SaaS
7️⃣ The Ultimate Content Marketing Guide for SaaS

The 7 Best SaaS GTM Guides 2024

The free Workbook helped 3000+ SaaS leaders build their SaaS GTM Strategy.

The Ultimate SaaS GTM Strategy Workbook [Free]

Grow faster from 0€ to 3€ million ARR with 100+ actionable & proven SaaS Growth Tactics (helped 200+ SaaS leaders)

100+ actionable SaaS growth tactics

Get weekly 3 actionable SaaS GTM strategies and tactics to grow your B2B SaaS business from €0 to €1 million ARR 🚀.

MRR Unlocked 🚀 | Alexander Estner | Substack

RevGenius is a group of revenue-generating sales and marketing professionals brought together to learn, share, support, and grow with each other. You can consider us your alt work family!

The Mentoring Club is a pro bono platform where mentors and mentees meet and can schedule mentoring sessions. You can schedule a free mentoring session with me here: https://www.mentoring-club.com/the-mentors/alexander-estner

When I work with AI & SaaS founders, the GTM problem is rarely obvious at first.

On the surface, things look “busy”:
– Content is going out
– Demos are happening
– Tools are in place
– Pipeline exists

But momentum is missing.

When I audit the GTM, it almost always comes down to the same 6 things 👇

1️⃣ ICP exists, but isn’t enforced in decisions
2️⃣ Buyers don’t know what to compare the product against
3️⃣ Demos are feature tours, not a structured narrative
4️⃣ Every deal follows a different sales process
5️⃣ Website, decks, and case studies sound like everyone else
6️⃣ Content is vague and generic

None of this is a “talent” problem.
And it’s rarely a “more effort” problem.

It’s a foundation problem.

How we usually fix it:
– Make the ICP operational (not just a doc)
– Define positioning (what do we replace, how are we different)
– Design a demo structure that guides buyers, not just shows features
– Lock a default sales process with clear next steps
– Align assets around one positioning story

Especially in AI & SaaS, this matters.

Foundations first.
Everything else compounds on top of that.

👉 This post is part of a short LK series: 6 most common GTM problems I see working with early-stage founders. 
Check out mrrunlocked.com for all 6 and follow for tomorrow's post.

Your positioning statement gives your entire team clarity on why you exist.

When it’s missing, you see it immediately:

• Marketing talks about features
• Sales talks about benefits
• Product talks about roadmap
• Founders talk about vision

But no one tells the same story.

A real positioning statement answers:

• Who is your ICP?
• What core problem do they face?
• How do they solve it today?
• What limitations does that create?
• What did you build instead?
• Why are you meaningfully different?

Strong positioning is structured reasoning.

If your team can’t clearly articulate:

• Why you exist
• Why current solutions fall short
• Why you win

Your messaging will always feel inconsistent.

Below you find 4 templates for the different positioning anchors.

👇 Comment your positioning statement below. I will give feedback to every single one.

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When I review early-stage GTM setups, I often see:

– 4 channels running “a bit”
– Positioning that tries to do everything
– No anti-ICP
– Demo calls that are product tours
– CRM data that no one reviews

And when things are not moving, founders ask:

“Should we try more channels?”
“Should we pivot positioning?”
“Should we hire outbound?”

Most of the time, it's not about doing more.
It's about focus and clarity on the foundation.

So before adding anything new, fix what's already there.

Here are 10 GTM fixes you can ship this week 👇

• Define your ICP + Anti-ICP in 5 bullets
• Pick ONE positioning anchor (category OR use case)
• Kill one weak channel
• Add proper attribution (“How did you hear about us?”)
• Push your best case studies everywhere
• Make your LinkedIn profile crystal clear
• Systematize referrals
• Track lost reasons (mandatory field)
• Define when a deal opens & closes
• Review your last 3 demos critically

Choose 2 for your next week.

👇 What's on your list?

If you can’t explain what you do in one sentence...

Your buyers won’t understand it either.

Here are the 4 clean templates 👇

1️⃣ Activity Positioning

Template:
We help [ICP] [manual activity they currently do] so they can [outcome].

Example:
We help B2B SaaS founders track all their customer information in one place so they never lose deal context.

2️⃣ Use Case Positioning

Template:
We help [ICP] [clear job-to-be-done] without [limitations of the status quo].

Example:
We help B2B SaaS founders manage their prospects without juggling spreadsheets and scattered notes.

3️⃣ Product Category Positioning

Template:
We are a [product category] for [ICP].
We are a [product category] with [unique differentiator].

Example:
We are a CRM software for early-stage SaaS founders.
We are a lightweight CRM built for startups.

4️⃣ Competitive Alternative Positioning

Template:
We are a [product category] alternative to [leader] built for [ICP] with [unique differentiator].

Example:
We are a CRM alternative to HubSpot built for early-stage SaaS founders with simpler setup.

👇 Let's drop yours in the comments.

P.S. If you want the full positioning guide + worksheet, send me a DM and I will send it over.

Whenever I start working with a new founder, I don’t start with tactics.

No growth hacks.
No outbound playbooks.
No content strategy.

Instead, I ask questions.

Because after working with 30+ SaaS startups, I’ve learned something:

Most growth problems are actually clarity problems.

Here are a few of the questions I ask early on.

Customers & ICP

• Who specifically is your product built for today?
• Who are your best-fit customers?
• Who should you not target right now?
• What triggers someone to start looking for a solution like yours?

Positioning

• What is your primary positioning anchor?
• What alternatives are customers using today?
• What makes you meaningfully different?

Messaging

• What’s the core message on your homepage hero?
• What objections do you hear all the time?
• What proof do you communicate?

GTM Execution

• What stage of GTM are you currently in?
• What is your primary acquisition channel?
• What sales motion fits your product best?

If founders struggle to answer several of these questions clearly...

We don’t optimize tactics.

We fix the GTM foundation first.

Because once the foundation becomes clear:

• messaging improves
• sales conversations get easier
• pipeline quality increases

GTM suddenly feels much simpler.

Curious:
Which of these questions would be hardest for you to answer today?

---
On Sunday, I published a new newsletter episode on mrrunlocked.com where we deep dive into all 17 questions.

If buyers don’t know what to compare you against, fix this first 👇

1. Decide your anchor

Category positioning (default)
Use-case positioning (if no category exists)

2. Write one clear sentence

We’re a [category] for [use case + ICP]

If you can’t say this cleanly, nothing downstream will work.

3. Name the real alternative you replace today
Not your dream competitor.

The status quo:
-Excel
-Manual workflows
-Agencies
-Internal hacks

4. Define 2–3 competitive buckets

-Status quo
-Incumbents
-Direct competitors

5. Differentiate with sharp contrasts

- Unlike incumbent tools, we...
-Unlike point solutions, we...
-Unlike the status quo, we…

This is GTM foundation work.
Get this wrong and everything slows down:
website, sales, outbound, demos, pricing.

Get it right, and buyers finally know:
“Ah, this is what I should compare you against.”

👉 What's part of your positioning?

P.S. This post is part of a short LK series: 6 most common GTM problems I see working with early-stage founders. 
Check out mrrunlocked.com for all 6 and follow for tomorrow's post.

Most founders don’t have a product problem.
They have a positioning problem.
Last month I had 8 intro calls.

More than half needed 3+ minutes to explain what they’re building.
If I can’t repeat it back in 30 seconds, your buyers won’t either.

So here’s the simple 3-step framework I use with early-stage SaaS founders:

Step 1: Choose your Primary Anchor (What are you?)

When buyers ask:
“What is your product?”

You must answer in one sentence.

You have 4 options:

1️⃣ Activity Positioning
“We help you do X”

2️⃣ Use Case Positioning
“We help you do X without Y”

3️⃣ Product Category Positioning
“We are a X”

4️⃣ Competitive Alternative
“We are a [Leader] alternative”

Choose based on how buyers think today, not how you want them to think.

Step 2: Add a Secondary Anchor (Why you?)

Inside that primary anchor, differentiate:

• Niche down
• Low-cost
• Premium
• Unique attribute
• Lite version

Max 2. Not 5.

Step 3: Combine both into a clear statement

Strong positioning =
Primary Anchor + Secondary Anchor

Example:

(Product Category + Lite + Niche)
“We are a lightweight CRM built for startups.”

Positioning is a bet.
But no positioning is worse than wrong positioning.

If I asked you right now:
“What are you?”

Could you answer in one sentence without rambling?

P.S. I've launched my new positioning guide on mrrunlocked.com You will find the link in the comments.

One GTM problem that keeps repeating:

The GTM assets don’t reflect the 'internal strategy'.

I often review a team’s ICP, positioning, and messaging docs and think:
“This is actually very good.”

Then I look at:

- the website
-the sales deck
-the demos
- the LinkedIn profiles
- the outbound messages

...and the clarity disappears.

What this looks like in practice:

--> ICP and messaging frameworks live in Notion or Miro only
--> Sales decks are 80% product features
--> Homepage copy is fuzzy or overly technical
--> LinkedIn profiles don’t explain what the product is and for whom
--> No clear callout of ICP, category, or status quo problem
--> Strong insights exist, but prospects never see them

This is painful because the thinking is usually solid.

It’s not a strategy problem.
It’s a translation problem.

👇 What's your take?

P.S. This post is part of a short LK series: 6 most common GTM problems I see working with early-stage founders. 
Check out mrrunlocked.com for all 6 and follow for tomorrow's post.

Most startups waste time on growth channels before they’ve even tightened the basics.

Here’s a simple rule: Before adding anything new, fix 2 things you already have. 

Here are 10 quick fixes you can ship this week:

✔ Write your ICP + Anti-ICP in 5 bullets
✔ Choose one positioning anchor
--> product category OR use case. Don’t mix.
✔ Pause your weakest channel
✔ Add "how did you hear about us?" in your signup & demo flow.
✔ Share your best case studies everywhere.
✔ Revamp your LinkedIn profile for ICP clarity
✔ Ask your customers for referrals/warm intros.
✔ Track lost reasons in CRM (mandatory) + review weekly.
✔ Set hard rules for when to open/close deals.
✔ Coach yourself: Review your last 3 demo calls

None of these requires a strategy or expensive experiments.
They just reduce noise, clarify motion, and accelerate pipeline.

Start by simplifying what you already do. Then expand.

👇 What’s that for you?

P.S. For me, long hikes are where most of my GTM simplifications happen.
Distance creates clarity.

Most founders think positioning is about being clever.

It’s not.

It’s about clarity and choosing the right anchor.

There are only 4 real types of positioning in B2B SaaS:
(credits to Anthony Pierri  and Rob Kaminski )

1️⃣ Activity Positioning

“We help you do X.”

You frame your product around a manual activity.

Example (Scheduling):
“Send emails back and forth to find a time.”

You’re replacing spreadsheets, Slack, email.

Best when:
• Market is early
• No clear software category exists
• Buyers still do it manually

GTM goal: Create awareness.

2️⃣ Use Case Positioning

“We help you do X without Y.”

You anchor around a clear job-to-be-done.

Example (Product Analytics):
“Understand how users behave inside your product.”

Buyers know the problem.
They may not think in category terms yet.

GTM goal: Own the use case.

3️⃣ Product Category Positioning

“We are a X.”

Example:
CRM software
Scheduling software
Product Analytics software

Buyers:
• Google the category
• Compare vendors
• Check G2

GTM goal: Win comparisons.

4️⃣ Competitive Alternative Positioning

“We are a [Leader] alternative.”

Example:
HubSpot alternative
Calendly alternative
Mixpanel alternative

Best when:
• A dominant leader exists
• Budget already exists
• You have a strong wedge

GTM goal: Steal demand.

Important:

The same product can be positioned in all 4 ways.
But only ONE anchor should lead your narrative.

Choose based on:

→ Buyer awareness
→ Market maturity
→ What they compare you against

Not based on what sounds cooler.

If you want the full positioning framework + worksheet, head over to mrrunlocked.com

B2B Homepage Positioning // I play 🎸 in the band Good Hangs

Co-Founder @ Fletch | Positioning & Messaging for B2B Startups

Quick test: Can you answer these 4 ICP questions?

Most GTM problems actually start with a bad ICP.

You rarely struggle with tactics.
You struggle with who you should actually target.

Many teams define their ICP like this:

❌ “Mid-sized companies”
❌ “HR teams”
❌ “Any company that wants to automate X”

Which usually means...
the ICP is still too broad.

Before optimizing messaging, content, or outbound, I ask founders four simple questions:

1️⃣ Who specifically is your product built for today?
Not your TAM.

Your actual ICP.

Can you clearly define it with 4–6 attributes like:

• firmographics
• technographics
• persona attributes
• use case

Early-stage startups usually need one segment and one use case.

2️⃣ Who are your best-fit customers?

Look at your existing customers.

Who has:

• the highest usage
• the lowest churn
• the fastest sales cycle

These signals often reveal your real ICP.

3️⃣ What type of customers should you not target right now?

Define your Anti-ICP.

Companies that:

• don’t value your product
• don’t have the pain you solve
• don’t fit strategically

GTM becomes repeatable once you narrow your focus.

4️⃣ What triggers someone to start looking for a solution like yours?

Every purchase has a trigger.

For example:

• a new hire
• a new regulation
• a broken tech stack

Understanding this moment is critical for messaging and demand generation.

Can you answer these four questions today?

Writing blog posts and LinkedIn posts, but still 0 Inbounds.

I call it: "Content is done, but without a strategy"

I mean, the content isn’t designed to support real sales conversations or capture existing demand. 

This usually means teams are creating a lot of TOFU blog posts and random LinkedIn posts.

Results are usually 0 Inbounds.

What this looks like in practice:

- Random LinkedIn posts (or disconnected from ICP pain points)
- No repeatable content format (every post is a different topic)
- No Inbound generating lead magnet
- TOFU blog posts that don’t attract buyers
- Content optimized for likes, not ICP engagements
- No measurement of pipeline influence

How to fix:

- Prioritize BOFU content
alternatives, comparisons, “best X for Y”, use-case pages

- Focus early on the 5% of buyers who are already *in the market*

- Build a content map based on ICP questions by awareness stage
from problem-unaware → problem aware —> solution aware —> product (category) aware —> purchase-decision

- Build a high-performing lead magnet

- Turn real sales objections into posts and articles

- Record customer calls and use insights for your content roadmap (objections, pains, desired outcomes...)

- Measure content by meetings influenced, not impressions
e.g. via self-reported attribution (How did you hear about us?)

👉 What's missing? 

P.S. This post is part of a short LK series: 6 most common GTM problems I see working with early-stage founders. 
Check out the other 5 on mrrunlocked.com and follow for tomorrows post.

graphical user interface, text, application

Whenever I ask founders to walk me through their sales process, this is where it breaks.

Sales is a set of calls, but not a designed journey.
They don’t guide prospects through a set of clearly defined steps.
 So they can’t describe what should happen after each step.

What this looks like in practice:

- Buyers decide on next steps at the end of the call
- 10 demos, 10 different next steps 'agreed'
- Unclear what the goal of each call is
- Deals are created without a clear definition
- Trials are offered without commitment or success criteria
- Deals stall because the next steps were never designed

The root cause. No 'designed' process. 
Meaning no repeatability.

And as it's not repeatable, it's also hard to measure and optimize.

So here's my recommendation: How to fix:

- Define a simple, explicit sales process 
 e.g., Disco → Demo → Trial/Pilot → Close
- Assign a clear goal and exit criteria to each stage
- Define when a trial is “earned” (qualification threshold)
- Create standard follow-ups for each stage (post-demo, trial kickoff, recap)
- Enforce pipeline hygiene: every deal needs a next step and a close date

Ofc, if you're advanced, implement a methodology like SPICED, SPIN, or MEDDIC.

👉 This post is part of a short LK series: 6 most common GTM problems I see working with early-stage founders. 
Check out the other 5 on mrrunlocked.com and follow for tomorrows post.

Most SaaS/AI positioning fails for one simple reason:

Buyers don’t know what you are.

So they also don't know what you replace.
They can't mentally classify you.

So your differentiation becomes useless.

When that happens:

• your messaging feels vague
• demos take too long to explain
• sales conversations become harder

So before improving messaging, I ask founders three positioning questions.

1️⃣ What is your primary positioning anchor?

How should buyers mentally classify your product?

Product category = CRM
Use case = We help you do X

2️⃣ What alternatives are customers using today?

Spreadsheets.
Manual processes.
Internal tools.
Other SaaS products/categories.

Every product replaces something.

3️⃣ What makes you meaningfully different?

Your differentiation needs to be:

clear, believable, and relevant.

Quick check: Could a new visitor understand what your product is in <30 seconds?

Most founders choose their positioning anchor based on opinion.

Here’s a better way:

Choose your primary anchor based on how buyers think today, not how you want them to think.

No strategy debates.
No branding workshops.
Just yes / no.

Use this simple decision tree 👇

Step 0: Leader Dominance Test (Check First)

Q0: Is there a dominant, well-known market leader that:

- Almost every buyer already knows?
- Owns most of the category mindshare?
- Is frequently referenced in conversations?
- Is the default comparison point?

If yes, and you have a clear wedge:
→ Consider Competitive Alternative Positioning

If no, continue below.
(If you choose Competitive Alternative, still validate Category Awareness below.)

Step 1: Category Awareness Test

Q1: When buyers start evaluating solutions, do they:

- Google a specific software category?
- Compare vendors on G2 or Capterra?
- Ask for demos of multiple vendors in the same category?

Examples:

- CRM software
- Scheduling software
- Product analytics software

If buyers already think in category terms:
✅ Yes → Product Category Positioning
❌ No → Go to Step 2

Step 2: Problem Articulation Test

Q2: Can buyers clearly describe what they want to achieve, even if they don’t know what type of software solves it?

Examples:

- “We need to schedule interviews faster.”
- “We need better onboarding walkthroughs.”
- “We need to coordinate approvals more easily.”

If they articulate the job, but not the category:
✅ Yes → Use Case Positioning
❌ No → Go to Step 3

Step 3: Manual Behavior Test

Q3: Is the dominant solution still manual? When you talk to potential customers, do most of them say:

- “We just use spreadsheets.”
- “We handle this in Slack/email.”
- “We don’t really have a tool for this.”

If yes:
✅ Activity Positioning
If no → Re-evaluate your market understanding.

That’s it.
Answer top to bottom.

If you want the full guide + worksheet, send me a DM and I will send it over

Can you answer these 4 messaging questions?

A lot of early-stage SaaS messaging sounds like this:

“We help companies unlock the power of AI-driven automation.”

Which usually means... nothing.

When reviewing messaging with founders, I start with four questions.

1️⃣ What’s the core message on your homepage hero?

Within seconds, a visitor should understand:

• who the product is for
• what it is
• what it actually does

2️⃣ What are the top 3 objections you hear all the time?

Most founders hear the same objections:

• “We already use something else.”
• “Not a priority right now.”
• “Too expensive.”

Great messaging addresses these upfront.

3️⃣ Is your narrative consistent across GTM assets?

Review your:

• homepage
• sales deck
• LinkedIn profiles
• case studies

Same story. Same terminology.
Different messages across channels create confusion.

Repetition builds clarity.

4️⃣ What proof do you communicate?

Buyers need trust before they buy.

Proof can include:

• testimonials
• case studies
• quantified outcomes

Messaging becomes much easier once these answers are clear.

What question is missing?

One thing I’ve learned working with 30+ early-stage SaaS founders:

Positioning debates don’t end after choosing the anchor.

That’s just the beginning.

Because you can choose the “right” anchor...

...and still lose buyers with the wrong level of specificity.

Here’s what I see all the time.

Founders avoid competition by inventing new categories.

“We’re a Revenue Intelligence platform.”
“We’re a Workflow Orchestration Engine.”

Sounds strategic.

But buyers don’t think that way.

Or they go too high-level on the use case:

“We help companies increase revenue.”
“We improve productivity.”

Technically true.
Practically useless.

Buyers don’t buy “increase revenue.”

They buy:

• Manage pipeline
• Schedule meetings
• Guide onboarding
• Understand user behavior

Clear jobs. Clear boxes.

The opposite mistake also happens:

Founders get so feature-driven that their positioning sounds like a Jira ticket.
That’s too narrow.

Strong positioning lives in the tension between:

Too vague → confusing
Too specific → limiting

When we fix positioning specificity in my GTM audit, something interesting happens:

• The homepage headline gets simpler
• Sales calls get shorter
• Prospects “get it” faster

Positioning isn’t about sounding sophisticated.

It’s about being understood.

If you want me to get your positioning right, send me a DM. I have 1 free spot available starting in April.

Former Google Head of Sales & LinkedIn Managing Director | Creator of The Top 5% Method® | Helping High-Performing Professionals Build Influence and Design Elite Careers

Most careers are built by default.

The top 5% achievers design them deliberately.

I spent more than two decades inside the growth engines of the technology industry, including 10 years at Google and leadership roles at LinkedIn where I scaled billion-dollar portfolios across sales, marketing, product, and go-to-market strategy.

During that time, one pattern became impossible to ignore.

The professionals who rise fastest are not simply the most capable.

They understand how visibility, positioning, and influence operate inside complex organizations.

That insight became the foundation for The Top 5% Method®.

A strategic framework that helps high-performing professionals move from:

Execution → Strategic influence
Competence → Authority
Career ladder → Career architecture

Since 2015, I have coached 15,000+ professionals globally, including large leadership cohorts at Google, helping ambitious leaders redesign their trajectories and accelerate their impact.

Today I am the Founder and Chief Revenue Officer of Driving Impact, where I advise high performers and emerging leaders on how to:

• design intentional career trajectories
• become visible to decision-makers
• navigate power structures inside organizations
• build authority beyond their job title
• develop diversified income and portfolio careers

My clients include professionals from organizations such as:

Google
Accenture
Mastercard
Deloitte
LinkedIn
Delta
Barclays
and high-growth startups.

I also host Driving Impact: The Top 5% Method® Podcast, ranked in Apple’s Top 200 Business Podcasts, where I explore how top performers build influence, authority, and long-term impact.

If you are ready to stop simply climbing the ladder — and start designing your career deliberately:

Explore The Top 5% Method®

https://www.top5percentmethod.com
hello@drivingimpact.io

Katheline Jean-Pierre MSc

AI isn’t complicated. It’s just explained terribly.

If you're building with AI, here are 12 core concepts you need to know:

(From Luís Rodrigues, give him a follow)

1/ LLM (Large Language Model)

Massive neural networks trained on billions of words to predict and generate human-like text.
 
Used in: ChatGPT, Claude, Gemini, GitHub Copilot

2/ Tokens

AI reads in chunks, not characters. "Unbelievable" might be 3 tokens. Every token costs compute and money.
 
Used in: Model planning, API pricing, context management

3/ Prompt Engineering

How you ask matters as much as what you ask. I've gotten completely different outputs from the same model just by restructuring one sentence.
 
Used in: Content creation, business automation, image generation

4/ Transformers

The architecture powering modern AI. Self-attention lets the model weigh which words matter most in a sentence: "bank" means something different near "river" vs "money."
 
Used in: All modern LLMs, Google Search

5/ AI Agents

Models that plan, take actions, and loop back on results without a human clicking next at every step.
 
Used in: Workflow automation, research, multi-step tasks

6/ Context Window

Think of it as working memory. The bigger the window, the more text the model can hold and reason over at once. GPT-4 started at 8K tokens. Some models now handle 1M+.

7/ Multimodality

One model handling text, images, audio, and video. You can describe a photo, transcribe speech, and generate a report in a single pipeline.
 
Used in: Visual search, video analysis, accessibility tools

8/ RAG (Retrieval Augmented Generation)

Instead of relying only on training data, RAG fetches relevant info before answering. Helps a lot with accuracy and keeping things current.
 
Used in: Enterprise chatbots, customer support, documentation tools

9/ AI Alignment

Teaching models to behave in ways that are actually safe and useful. This is arguably the hardest problem in the field.

10/ Embeddings

Text turned into numbers that capture meaning. "Dog" and "puppy" end up closer together than "dog" and "spreadsheet."
 
Used in: Search engines, recommendation systems, document comparison

11/ Fine-tuning

Training a general model on specific data so it gets good at one thing. A base model knows everything broadly. A fine-tuned one knows your domain.
 
Used in: Medical diagnosis, custom chatbots, industry tools

 
12/ Hallucination

AI doesn't know what it doesn't know. It fills gaps with plausible-sounding, sometimes completely wrong answers. This is why human review still matters.
 
Impact: Trust, accuracy, business decisions

--

♻️ Repost to help your network understand AI.
➕ Follow me Katheline Jean-Pierre MSc for practical Business insights

12 Most Know GenAI terms from Luis Rodrigues

I built an app today.

Zero lines of code. Zero developers. Zero excuses.

because my students are busy. They're execs, high-performers, people in the middle of career pivots... and they want the Top 5% Method® Career Accelerator in their pocket, on the go... or wherever life takes them.

So I built it.
Live. By myself. In one afternoon.

With Replit, I went from "I wish I had an app" to "I have an app" 
and the whole thing felt almost unfairly easy.

This is what the new era of building looks like. You don't even need to wait anymore. You just need to start.


With replit, see how beautiful life is.
 🤍
C'est beau la vie. 

try it for yourself: https://lnkd.in/gymvyNT9

♻️ Repost if you’re ready to ship v1 today... not someday.

#Replitpartner #app #AI #replit

I Help Tech 👩🏾‍💻 Workers Become more secure in their Career, Pivot & Grow their Brand Authority | Fortune 100 Revenue Leader | Former Google, LinkedIn & Deloitte |

Emma Watson just said what every ambitious woman needs to hear right now.

"I'm WILLING to move forward even when I feel alone. 
I'm WILLING to go to bed each night at peace with myself. 
I'm WILLING to be my biggest, bestest, most powerful self."

Notice:
she didn't say "I will when I'm ready."
Or "I will when they notice me..."
Or "I will once I have permission...."

Just willing... and that's the key...

This International Women's Month, your willingness is your superpower.

Your readiness to move forward... 
even scared, 
even alone, 
even without permission... 
that's what separates you from everyone still waiting for the "right time."

What are you willing to do today that you've been putting off?


♻️ repost to inspire another woman today. 
📣 Join the next masterclass to elevate your voice today: https://luma.com/xyx53ude

They don’t need your perfection.
They just need your honesty.


The insight you think is “basic”
is someone else’s breakthrough.

The lesson you learned the hard way
is someone else’s shortcut.


When you carry a gift... when you carry God’s light. When your experience could help someone move forward, it's your duty to share it.

Even if it feels ordinary to you...
It might be life-changing for THEM.

Share your gift.



🔁 If this resonates, repost it to inspire someone else.
📣  Follow me, Katheline Jean-Pierre MSc, for practical ways to build brand authority in your career and on LinkedIn.

Fortune 100 Revenue Leader | Former Google, LinkedIn & Deloitte | I Help Women in Tech 👩🏾‍💻 Become more secure in their career & pivot |

A black woman in a pink dress presenting to a crowd

You’ve been told to wait your turn.
To stay humble...
Keep your head down. 

What nobody tells you:
These myths were never made to help you rise ❌

They were made to keep you safe.
But not successful.

In this carousel, I’m breaking down 7 outdated career myths women are still told, and what you actually need to believe instead.

It’s time to rewrite the rules.
Unlearn the noise.
And build a career your way.


Myth #1: “If I work hard, I’ll be noticed.”

Myth #2: “I need to be 100% qualified 
before applying.”

Myth #3: “Saying no makes me difficult.”

Myth #4: “Career breaks are a setback.”

Myth #5: “Good girls get promoted.”

Myth #6: “I shouldn’t talk about my accomplishments.”

Myth #7: “I have to choose between ambition and family.”



Swipe through the carousel to go deeper →

* There is no time like now to get the authority and recognition you deserve. You won't regret it. 

________
👉🏽 Learn how to build brand authority inside and outside or your company: https://luma.com/xyx53ude
👉🏽 Join the career acceleration waitlist: https://lnkd.in/gSjNSxT5
_______


♻️ Repost to help others elevate their brand.

CAREER MYTHS YOU NEED TO UNLEARN NOW

Your AI can process data.
But it can not build trust.


And in an AI-first world, trust becomes the real advantage… Your x-factor.

Because trust is not a vibe. It’s heartfelt consistent behavior over a long time period. 


Here are 20 ways to build trust at work and in your relationships, organized into 5 frameworks you can actually remember:

1) The TRUST Stack (the order matters)
Make outcomes repeatable
Close loops fast
Prove you understand
Create emotional safety
Tell the whole story

2) The 4 C’s of Credibility
6. Show your work
7. Be predictably solid
8. Make it about their win
9. Say the hard thing early

3) The Integrity Triangle
10. Match words & actions
11. Reveal incentives (“here’s what I’m optimizing for”)
12. No secret standards
13. Own your part

4) The Repair Protocol
14. Name the impact
15. Take clean responsibility
16. Offer a fix + deadline
17. Rebuild proof over time

5) The Trust Flywheel
18. Start with clarity (roles, decisions, timelines, expectations)
19. Ask for “friction feedback”
20. Call out trust wins publicly

If you want to stand out while everyone else is automating… become  the person people can trust under pressure AND in multiple contexts! 

Now... Which language of trust do you practice right now: reliability, candor, or repair?

♻️ Repost to remind everyone that trust still wins.
🚀 Drop your story in the comments.

an infographic that says "20 ways to build trust" 

She was brilliant but invisible.

Smart. Experienced.... The real deal. 
But, she was still the best kept secret in her field.

I recently spoke with a consultant specializing in AI governance for financial services firms. 

She wasn’t attracting decision-makers.
No CEOs, no CFOs, no Chief AI officers...
No steady inbound leads.
No clear authority positioning.

The harsh reality… is that LinkedIn has evolved.
Posting is not going to be enough.
Polished content without positioning does not convert.

She didn’t need more content.
She needed a clear Brand Authority strategy.

We’re now refining her positioning, and building sales, marketing, and content systems that turns visibility into executive-level conversations. 

AND LEADS!

If you’re a consultant or expert who wants to:
• Attract decision-makers
• Build inbound leads
• Become the go-to in your niche

It’s time your LinkedIn matched your expertise.

I’m hosting a Brand Authority Masterclass where I’ll break down what’s actually working right now.  


👉🏽 Sign-up now to the Masterclass at this link: https://luma.com/xyx53ude
👉🏽 Join the waitlist: https://lnkd.in/gSjNSxT5
♻️ Repost to help others accelerate their career with a strong personal brand.

 Bon Samedi.

a woman sitting in a chair giving a conference with a microphone at a conference. she wears a beige vest and a green dress. her name is katheline jean-pierre a brand authority career coach

AI video agents are changing how teams upskill.

Not by “adding more training” but by reducing ramp time, and keeping skills current as roles change. And your competitors already know this…

Traditional training struggles with speed and consistency.
Work changes weekly. 
Skills decay fast. 

And enablement teams can’t update content forever.

Join us for a practical session: https://hubs.ly/Q043jFf10

AI for Upskilling: Building Workforce Capability with Video Agents

📅 Feb 19 · 5:00 pm CET / 4:00 pm UK / 11:00 am ET

We’ll cover:
•⁠ Where AI video agents beat traditional training (and where they don’t)
•⁠ What they can improve: time-to-competence, consistency, adaptability
•⁠ How to evaluate cost vs. value without betting on hype

Who it’s for
Anyone responsible for learning, enablement, or workforce readiness at scale.

Speakers
•⁠ Kevin Alster   — Strategic Advisor, Synthesia (Moderator)
•⁠ Craig Watson — VP of Product, Synthesia
•⁠ Dominic Holmes — Senior Principal, Value & Strategy (EMEA), Cornerstone

If ramp time and skills drift are on your 2026 agenda, this will be worth your time.

SIGN-UP HERE: https://hubs.ly/Q043jFf10

#ai #Agents #AiAgents #synthesiapartner

The light you're hiding could change someone's trajectory. 
Yes, really. 
Even if you don't believe it. 

When you carry a gift,
when your story holds light,
and your path could help others find their own.

You have a responsibility.

Distill what you’ve learned.
And share it.

Even if it feels ordinary to you...
it could be life-changing for someone else.
Share your gift.
Share your voice.
Someone out there needs it.

Try it this week. 
Share one story and tell me what happens.

🔁 If this resonates, repost it to inspire someone else.
📣 Follow me, Katheline, to build your brand authority in your career.

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Alexander Estner

Katheline Jean-Pierre MSc

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taplio

The Battle

Alexander Estner

Katheline Jean-Pierre MSc

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