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Stop Generic Positioning: Define ICP, Pain, Proof

Many B2B businesses come to me complaining: “We have a great product, but buyers don’t get it.” When I dig in, I often find the same positioning mistakes, and they’re more expensive than you think. Here are 5 common ones: 1. Homepages that say “for teams” or “for businesses” but never name a real ICP. If your ideal customer can’t see themselves in the first three seconds, you’ve already lost them. 2. Promises that sound like every other tool in the category. If I can swap your logo with a competitor’s and nothing changes, you’re invisible. 3. Problems that are so vague (“inefficient processes,” “manual work”) that nobody feels urgency. If your buyer can’t point to the pain in their day, they won’t prioritize solving it. 4. “Better, faster, easier” claims with no proof or contrast. If you don’t show how you’re different from the status quo, buyers default to what they already know. 5. No mention of what happens if they do nothing. If there’s no cost to waiting, there’s no reason to act now. Then, this happens: - You get polite interest, but not a real pipeline. - You get demos, but not decisions. - You get stuck in “maybe later” answers. You need to make the cost of inaction feel real and your difference undeniable. If you’re seeing these signs, it’s a signal to rethink how you’re showing up in the market.