A half-day working session for teams that can describe what they sell but stumble when asked why anyone should choose them over the obvious alternative.

We start with the competitor you keep losing to and work backwards. What do they own in the customer's mind, what is left un-owned, and which of those gaps can you actually deliver on rather than just claim.

By the end you leave with a position written in one sentence, the reasons to believe it, and a short list of the things you should stop saying because everyone in your category says them.

Bring the real team, not a deck. The argument is the deliverable.