Notes, frameworks, roasts, and case studies on B2B positioning by Louis Grenier.https://www.stfo.io/en-ushttps://www.stfo.io/articles/b2b-positioning-books/https://www.stfo.io/articles/b2b-positioning-books/Most "best positioning books" lists are written by people who've never positioned a B2B company. This one isn't. 8 books, mapped by the kind of company each one actually works for.Fri, 24 Apr 2026 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/the-problem-unaware-prospect-does-not-exist/https://www.stfo.io/articles/the-problem-unaware-prospect-does-not-exist/Just because you can describe a thing in great detail does NOT mean that thing exists. The 'problem-unaware prospect' is a Sasquatch riding a Rainbow Unicorn.Mon, 09 Feb 2026 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/roasts/hostinger-horizons/https://www.stfo.io/roasts/hostinger-horizons/Picture this: me at 16, hunched over my desk computer in my bedroom, web builder Dreamweaver open, absolutely convinced I'm about to build something brilliant.Wed, 07 Jan 2026 00:00:00 GMTroastbrand auditLouis Grenierhttps://www.stfo.io/roasts/launchbay/https://www.stfo.io/roasts/launchbay/Bienvenue to another Stand The F*ck Out Roast, where we take brands, rip them apart with savage honesty, and break down exactly how they're standing the f*ck out (or not!).Tue, 09 Sep 2025 00:00:00 GMTroastbrand auditLouis Grenierhttps://www.stfo.io/articles/the-chain-of-belief/https://www.stfo.io/articles/the-chain-of-belief/For months I believed 'I'm not a DIY person.' All the methodology in the world is just YouTube tutorials if you don't believe you can actually do it.Mon, 11 Aug 2025 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/roasts/tilt-publishing/https://www.stfo.io/roasts/tilt-publishing/Bienvenue to our third (we're on a roll!) Stand The F*ck Out Roast, where we take brands, rip them apart with savage honesty, and break down exactly how they're standing the f*ck out (or not!).Wed, 09 Jul 2025 00:00:00 GMTroastbrand auditLouis Grenierhttps://www.stfo.io/roasts/ahrefs-podcast/https://www.stfo.io/roasts/ahrefs-podcast/Bienvenue to our second Stand The F*ck Out Roast, where we take brands, rip them apart with savage honesty, and break down exactly how they're standing the f*ck out (or not!).Mon, 26 May 2025 00:00:00 GMTroastbrand auditLouis Grenierhttps://www.stfo.io/articles/lies-what-people-say-vs-want/https://www.stfo.io/articles/lies-what-people-say-vs-want/Never ask people what they want. They can't predict the future. Here's how to uncover the irrational needs your customers won't tell you about.Thu, 22 May 2025 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/shitstorming/https://www.stfo.io/articles/shitstorming/Group brainstorming has been proven ineffective by 40 years of research. Shitstorming flips it: the stupidest idea wins. Here's why it works.Mon, 10 Mar 2025 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/i-sold-this-all-wrong/https://www.stfo.io/articles/i-sold-this-all-wrong/I f*cked up the positioning of a hands-on certification program about... yes... positioning. Here's how I caught it and what I changed.Wed, 26 Feb 2025 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/roasts/leadsie/https://www.stfo.io/roasts/leadsie/Bienvenue to our new series... Stand The F*ck Out Roasts, where we take brands, rip them apart with savage honesty, and break down exactly how they're standing the f*ck out (or not!).Thu, 06 Feb 2025 00:00:00 GMTroastbrand auditLouis Grenierhttps://www.stfo.io/articles/pratfall-effect-marketing/https://www.stfo.io/articles/pratfall-effect-marketing/The pratfall effect: People who show their imperfections tend to be more trusted. Your competitors probably aren't using it. There's so much bragging, so much bullshit, so much lying.Sat, 01 Jun 2024 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/distinctive-brand-assets/https://www.stfo.io/articles/distinctive-brand-assets/Most B2B brands chase meaningful logos and taglines, and end up tasting like lukewarm water. The brands that get remembered are the ones willing to pick assets that don't obviously explain what they do. Here's why, and how to build a kit that actually sticks.Wed, 10 Nov 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/60300-one-email/https://www.stfo.io/articles/60300-one-email/I've made $60,300 selling 25 seats of my program Stand The F*ck Out with one single email. Here's how it happened.Wed, 15 Sep 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/blue-ocean-strategy-disadvantages/https://www.stfo.io/articles/blue-ocean-strategy-disadvantages/The blue ocean strategy has one big, gigantic, disadvantage that you might need to hear. There are no blue oceans, only ONE, GIGANTIC, RED ocean.Wed, 01 Sep 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/buyer-personas-need-to-die/https://www.stfo.io/articles/buyer-personas-need-to-die/Buyer personas fail because demographics don't predict buying behaviour. In B2B, you're not selling to a 41-year-old Marketer Mary with two kids and a Scorpio ascendant. You're selling to people fighting a shared struggle that the alternatives ignore. Ditch the dating-profile template. Start with the struggle, pick the segment, and treat demographics as a tiebreaker, not a foundation.Mon, 16 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/buying-triggers/https://www.stfo.io/articles/buying-triggers/Every B2B vendor sells you the same buying signals. Your competitors buy them too. And 92% of B2B buyers only purchase from the shortlist they formed before any signal fired. Signals are table stakes. Triggers are where positioning lives.Mon, 16 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/positioning-principles/https://www.stfo.io/articles/positioning-principles/Positioning is like playing a game of Hungry Hungry Hippos. If the marbles are your potential buyers, and if your product/service is the hippo, you'd better position your hippo to gobble up enough marbles so it doesn't starve.Mon, 16 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/category-creation/https://www.stfo.io/articles/category-creation/Most B2B 'category creation' is theater. Real category creation takes 6-10 years, $100M+, and a once-in-a-decade shift. Almost nobody claiming to create a category actually is. The real play is owning a segment: pick a specific buyer inside an existing category, focus on an ignored struggle, name the enemy.Fri, 13 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/challenge-category-conventions/https://www.stfo.io/articles/challenge-category-conventions/In a way, challenging category conventions is something I've been doing since I was a kid. Channel your intellectual terrorist mindset with this question: 'What's the one thing you hate the most about this category?'Fri, 13 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/daft-punk-marketing/https://www.stfo.io/articles/daft-punk-marketing/I had this idea of doing a marketing analysis of Daft Punk ever since I've been doubling down on radical differentiation. I love the way they've been zagging when other electronic music artists were zigging.Fri, 13 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/influence-customer-buying-decisions/https://www.stfo.io/articles/influence-customer-buying-decisions/Facts don't influence customer buying decisions. So, what does? You can't change people's minds with data. Instead, encourage them to change their own minds.Fri, 13 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/product-narrative-design/https://www.stfo.io/articles/product-narrative-design/A product narrative isn't a tagline. It's a Monster plus a POV: the enemy your segment struggles against, and the structured arguments that rally them around you. Most B2B teams skip the Monster and their narrative blends the f*ck in.Fri, 13 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/product-positioning/https://www.stfo.io/articles/product-positioning/One of the hardest-to-miss symptoms of poor positioning is this: Buyers do not understand what you're selling. And, because they aren't sure if they want any, you probably aren't selling all that much.Mon, 02 Dec 2019 00:00:00 GMTB2B positioningmarketingLouis Grenier