https://positioningexpert.com/blog Teardowns, analysis, and strategic positioning insights on the world's leading brands by Troy Assoignon. en-us troy@positioningexpert.com (Troy Assoignon) troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/claude-enterprise-teardown How to identify buried differentiators and create new categories. Using Anthropic's Claude Enterprise as a case study to show what most businesses miss in positioning. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/claude-enterprise-teardown https://positioningexpert.com/blog/businesses-automate-wrong-things-ai AI does not magically fix broken workflows. If the process is messy, unclear, or full of drag, automation just makes the mess faster. Here is what to automate instead. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/businesses-automate-wrong-things-ai https://positioningexpert.com/blog/perplexity-positioning-strategy Perplexity built a search product that technically outperforms Google in many ways. But their positioning tells a different story. Here is what I would change. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/perplexity-positioning-strategy https://positioningexpert.com/blog/notion-positioning-improvement Notion has become the default workspace for startups and teams worldwide. But their positioning has gotten vague as the product has expanded. Here is the fix. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/notion-positioning-improvement https://positioningexpert.com/blog/lululemon-premium-brand-positioning Lululemon has fallen into discount territory, and it's hard to come back from that. They were once known for premium quality. Here is how they can reclaim that positioning. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/lululemon-premium-brand-positioning https://positioningexpert.com/blog/cursor-positioning-owning-market Cursor exploded without a marketing budget. No ad spend, no positioning strategy, just a product so good developers couldn't stop talking about it. But there is one move left. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/cursor-positioning-owning-market https://positioningexpert.com/blog/salesforce-positioning-owning-market Detailed teardown and analysis of Salesforce's current market positioning strategy, examining how they can leverage their dominance to own the next era of CRM. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/salesforce-positioning-owning-market https://positioningexpert.com/blog/hubspot-positioning-owning-market HubSpot didn't just build a product. They built a category. Inbound marketing was their word and they rode it to a $30B company. Now AI is generating content at scale and inbound is changing. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/hubspot-positioning-owning-market https://positioningexpert.com/blog/jaguar-positioning-mistake Jaguar's dramatic rebrand and pivot to luxury EVs is a masterclass in what happens when a brand abandons the equity it spent decades building. We dive in with Edward. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/jaguar-positioning-mistake https://positioningexpert.com/blog/huel-positioning-1-2-billion-acquisition How Huel's positioning strategy led to a $1.2 billion acquisition. What they got right, what they could improve, and what every DTC brand can learn from their trajectory. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/huel-positioning-1-2-billion-acquisition https://positioningexpert.com/blog/webflow-4b-positioning-strategy Webflow is valued at $4B but their positioning still reads like a website builder. There is a much bigger category waiting to be claimed. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/webflow-4b-positioning-strategy https://positioningexpert.com/blog/openai-positioning-codex OpenAI went from 'AI for humanity' to Pentagon contractor overnight. 1.5 million users walked. The QuitGPT movement went viral. Here is what they should do with Codex. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/openai-positioning-codex https://positioningexpert.com/blog/figma-positioning-owning-market Figma went from the designer's tool to an enterprise operating system. And their homepage is trying to talk to three different audiences at the same time. Here is the fix. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/figma-positioning-owning-market https://positioningexpert.com/blog/replit-9-billion-identity-crisis Replit tripled its valuation to $9 billion in six months. But their homepage still whispers 'no coding needed' to the exact enterprise CTOs they desperately need to trust them. Here is the positioning gap. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/replit-9-billion-identity-crisis https://positioningexpert.com/blog/shopify-ecommerce-infrastructure Shopify holds the keys to the entire internet's storefronts. But their positioning is split between everyday founders and the enterprise. Here is how they claim 'Infrastructure'. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/shopify-ecommerce-infrastructure https://positioningexpert.com/blog/walmart-openai-agentic-trust OpenAI tried to own instant checkout but it failed. Why? Because agentic commerce isn't about the transaction, it's about the trust relationship with the brand. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/walmart-openai-agentic-trust https://positioningexpert.com/blog/canva-positioning-owning-market Canva built a $4B empire by making non-designers feel like designers. But with AI doing the heavy lifting, that identity is obsolete. Here is their next move. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/canva-positioning-owning-market https://positioningexpert.com/blog/ai-spending-2-trillion-lost Companies will spend $2.5 trillion on AI in 2026, yet most will get nothing back. Here is the operational discipline separating the winners from the hype. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/ai-spending-2-trillion-lost https://positioningexpert.com/blog/claude-openai-cursor-positioning-battle The brands that win the AI coding cycle won't win on model performance alone. They will win on emotional trust and identity alignment with the builder community. Here is how Claude, OpenAI, and Cursor must position themselves. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/claude-openai-cursor-positioning-battle https://positioningexpert.com/blog/apple-juggernaut-positioning-strategy Apple hasn't officially entered the AI race, yet they are quietly positioning themselves to dominate it. How Sovereign-Owned Intelligence will neutralize the cloud AI industry. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/apple-juggernaut-positioning-strategy https://positioningexpert.com/blog/clay-repositioning-strategy-contextual-revenue-execution Clay stopped being a data product the moment they built contextual AI agents. Here is why the pricing change exposed a massive category shift to Contextual Revenue Execution. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/clay-repositioning-strategy-contextual-revenue-execution https://positioningexpert.com/blog/elevenlabs-positioning-strategy ElevenLabs built the best voice agent in the market. But best has a shelf life. Here is the positioning move that turns an $11B voice company into the standard the entire industry gets measured against. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/elevenlabs-positioning-strategy https://positioningexpert.com/blog/positioning-audit Run a positioning audit that finds the clarity gaps costing you revenue. Use the 9-point framework yourself or let Edward diagnose it in 25 minutes. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/positioning-audit https://positioningexpert.com/blog/rebrand-vs-reposition Before you spend $500K on a rebrand, use this diagnostic framework to determine if you actually need to reposition instead. Learn the true cost gap and timeline difference. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/rebrand-vs-reposition https://positioningexpert.com/blog/april-dunford-alternative Can\ troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/april-dunford-alternative https://positioningexpert.com/blog/hire-a-positioning-consultant A decision guide for hiring a positioning consultant: real pricing, red flags, evaluation framework, and a free diagnostic before you commit. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/hire-a-positioning-consultant https://positioningexpert.com/blog/fractional-cmo-vs-positioning-consultant A fractional CMO runs the marketing function. A positioning consultant designs what that function communicates. Pick wrong and you spend 12 months optimizing the wrong thing. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/fractional-cmo-vs-positioning-consultant https://positioningexpert.com/blog/b2b-saas-positioning-consultant An honest map of the B2B SaaS positioning consultant market: five archetypes, real pricing, what to demand from deliverables, and how to choose without overpaying for a strategy deck that never ships. troy@positioningexpert.com (Troy Assoignon) https://positioningexpert.com/blog/b2b-saas-positioning-consultant