Why Most Teams Get Product Positioning Wrong

Most teams only revisit their product positioning when sales slow down. At e-BO, it started differently. No new website. No campaign. Just one sharp question: what is truly our sweet spot, and how do we communicate it consistently?

Positioning is about choices

Effective positioning isn't about being louder or more creative. It's about making deliberate choices — what to emphasize, what to leave out, and where your real growth leverage exists.

For e-BO, this meant stepping back from the day-to-day and asking the hard questions about their market position, their differentiators, and the story they were telling — both internally and externally.

Clarity over creativity

The outcome wasn't a flashy campaign or a rebrand. It was something far more valuable: clarity, alignment, and a story that makes sense internally and externally.

When your team can articulate your value proposition consistently — from the boardroom to the sales floor — that's when positioning actually starts working.

Read the full story

Curious how e-BO went from scattered messaging to a focused go-to-market story? Check out our full e-BO case study to see how we approached it.