Positioning, design systems, and agency comparisons for software companies.
Fix positioning before you redesign
Why agencies cannot fix positioning with typography - and the specific litmus tests from Fletch Ep1 that every SaaS team should run before spending on design, paid acquisition, or a launch video.
Scaling Websites with AI
How to build a scalable B2B software website using a design system and Claude. Two scenarios, one clear framework - whether your team is design-led or marketing-led.
Three litmus tests
Three specific tests - team survey, stranger test, sales-call audit - that reveal whether your B2B software positioning is ready to build on. Word for word from Youroast Ep1 with Rob Kaminski.
Best homepage design agency
Not just a homepage agency guide. A framework for choosing the right design partner for your B2B software company - based on what you need to own after delivery, not just what looks good in a portfolio.
SaaS launches are overrated
Rob Kaminski from Fletch: at launch you are at the weakest point of your positioning. Here is what that means for B2B software launch strategy - and what actually drives the long-term word of mouth a launch is supposed to create.
Red zone messaging
Rob Kaminski from Fletch on when kill-the-incumbent messaging works and when it destroys you. The category maturity signal that determines which applies - and real examples from DuckGo, Figma, and emerging categories.
Good virality vs bad virality
Running multiple channels is not virality. Rob Kaminski from Fletch explains the one diagnostic question that reveals whether your GTM is working or just busy - and what genuine word of mouth actually looks like in B2B SaaS.
2D homepage vs 3D sales
Your homepage earns the meeting in ten seconds. Your sales conversation closes it. Rob Kaminski from Fletch explains why founders over-explain in the hero - and what the five-to-ten second rule actually looks like in practice.
One ICP for SaaS positioning
Multiple ICPs is an oxymoron. Rob Kaminski from Fletch explains the 80% rule, why premature segment expansion costs B2B software companies traction, and the one signal that says you have found the right ICP.
Fletch positioning framework
The Fletch framework for B2B software positioning: two lenses, a clear process, and why companies that never make a positioning choice end up with six narratives and no traction.
