Anthony Pierri 🎸

Ladies and gentlemen...
we have found the number 1 software platform.

In what category?
Doesn't matter.

By what criteria?
Who cares.

Of all the platforms, there can only be one number 1.
And Okta is it.

Me: "Maybe if I keep making fun of vague homepages, software companies will stop making them."
Software companies:

There's one thing that almost everyone overlooks when it comes to positioning...

And that's CATEGORY awareness.

I'm not talking about the five stages of awareness concept.

(I don't think that people move linearly through those, but that's a topic for another day)

I am talking about whether people know the category exists, know what it does, know why they'd want it, etc.

Those people need to be sold to fundamentally different than to people who do NOT know the category exists.

Each of these strategies requires a completely different GTM.

They BOTH have their own five stages of awareness starting with "problem unaware" — the people who have the category already may not be aware that that category has an issue at all.

There have been plenty of companies who have primarily gone to market for either the category-aware side or the category-unaware side. I've provided some examples in the carousel below.

We just sent the very first Fletch newsletter ever.

I'm putting it here, so it's likely not a single person will see this post.

There's so many technical things I need to figure out still (switching it to our domain, having these live on our Fletch website for SEO purposes, what the format should be, etc.)

But here's our first stab!

https://lnkd.in/gPvxQtU8

Any feedback would be appreciated 🙏🏻

If you want to sign up for it, you can at fletchpmm . com / newsletter.

They say it takes 10 years to build a startup.
I wonder if you could do it in 5 if you stopped changing your positioning every three months.