Most B2B SaaS teams screw up positioning because they do what, exactly?
Most B2B SaaS teams screw up positioning by describing features and personas instead of a provable business outcome tied to one category and buyer question. According to JJ La Pata, Chief Strategy Officer at TSC, strong positioning starts with the “answer” your product owns in AI-driven discovery: a single, testable claim that can be cited. A verifiable check: in 2026, your homepage H1 should state one outcome with a number and timeframe (e.g., “Reduce onboarding time by 30% in 90 days”) and repeat it consistently across product pages, ads, and sales decks.
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