Positioning Has an Expiry Date - with Anthony Pierri (Fletch)
The positioning that helped you grow can quietly start holding you back.
Companies spend enormous effort finding their positioning, and far less recognising when they've outgrown it - when the product has expanded, new segments have started buying, the category has filled up, and the homepage still runs the line written for the first ten customers.
Anthony Pierri, co-founder of Fletch, has worked with hundreds of B2B software companies on positioning across early, growth and mature stages. He joins Jules Davies to work through the part nobody documents: how you tell that positioning has expired, and what you do about it.
🧭 What we'll get into
The signals positioning has stopped fitting the business - before revenue tells you
What genuinely changes between early-stage and growth-stage positioning
When the market matures underneath you, and "why this matters" becomes "why us"
The platform trap: saying everything, being known for nothing
A practical repositioning sequence - evidence, credible options, the actual bet
Why positioning that lives only in marketing never really ships
💡 What you'll leave with
A clearer way to recognise when positioning has stopped serving the business, what actually needs to change, and how to make a new positioning bet without turning it into another messaging exercise.
Who it's for
Founders, heads of marketing and product marketers at B2B SaaS companies past their first segment - anyone who suspects the story is out of date but can't yet say what should replace it.
🎙️ Speakers
Anthony Pierri - Co-founder, Fletch. Positioning and messaging for B2B software companies. Jules Davies - Founder, Scalerrs.
45-60 minutes, live. Bring a question. Register even if you can't make it and we'll send you the recording.