Two questions we expect. Bring your own.
- How often should positioning be revisited?
- When does the GTM cohort open?
Questions are collected in the chat throughout and ranked by a moderator, so the ones most people asked get answered first.
Free masterclass 09 · Content and Brand Strategy and Digital Strategy and GTM
Positioning and the messaging house
Two competitors with identical copy is a positioning failure, not a copywriting one. A messaging house built live for a brand from the audience.
What you leave with
A complete messaging house for an audience brand, built from a blank page.
Two competitors with identical copy is a positioning failure, not a copywriting one. A messaging house built live for a brand from the audience.
The file you receive: Messaging house template plus the competitor swap test. It is emailed to everyone who pre-registered, whether or not you could attend live.
Brand, content and founders90 minutesLive demonstration
Reserve a seat →
Minute by minute
60 minutes of teaching, then 30 minutes that are yours.
- 00:00
Frame. Swap the logos on two competitor homepages and nobody notices. That is the problem being solved.
- 05:00
Positioning stated properly. Category, for whom, against what alternative, and the proof that makes it defensible.
- 15:00
The messaging house. One claim, three pillars, evidence under each pillar. Where most brands stop too early.
- 28:00
Build one. A real brand volunteered from the audience, taken to a full messaging house on screen.Live
- 43:00
Into channel. The same claim expressed as a paid ad, a landing page headline and a founder post, without drift.
- 52:00
The gap. A messaging house survives contact with a market only if it was tested against real buyer language.
- 57:00
Recap and hand to Q&A.
- 60:00
Q&A: open floor. 16 minutes on questions collected in chat, ranked by a moderator, not answered first-come.
- 76:00
Q&A: seeded. 8 minutes on two planted questions that set up the programme.
- 84:00
Close. 6 minutes: cohort dates, what the programme adds, one offer with a stated deadline.
Who is teaching
Presenter announced with the date.
The presenter for this session is confirmed with the date. Every masterclass is led by a practitioner who does this work for clients or employers now, not a trainer reading from a deck. Pre-register and the name reaches you in the same email as the date.
Pre-register
Reserve a seat. It costs nothing.
Runs Sunday, 17 January 2027, 7:00 to 8:30 PM IST. Seats on the live call are limited by the platform, and pre-registered names are admitted first. The replay and the takeaway file go to everyone on the list.
What happens next
Four emails, nothing else.
01
Now
A confirmation that your seat is held.
02
The day before
The joining link and the two things to have open when the session starts.
03
One hour before
A reminder, on WhatsApp too if you left a number.
04
Within 48 hours after
The replay and the file: Messaging house template plus the competitor swap test.
Where this session goes next
Content and Brand Strategy → Digital Strategy and GTM →
The gap, named honestly.
A messaging house survives contact with a market only if it was tested against real buyer language.
Content and Brand Strategy runs ten weeks. The GTM weekend cohort takes the same work to launch.
More masterclasses
Full schedule →
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