POV Clinic
Lead With Point of View to Differentiate in a Crowded Market
The POV Clinic is part workshop, part advisory engagement. It’s focused on helping you formulate a point of view that defines your difference and resonates deeply with your ideal client, giving you a strong foundation for your thought leadership and marketing initiatives.
When Is a POV Clinic Right for Us?
The POV Clinic is designed to fix several problems you might be having:
Lack of differentiation in a crowded market
Sales cycle dragging due to prospect indecision
Muddled messaging in marketing content
Prospects not grasping the impact you deliver
Go-to marketing tactics no longer working well
Lack of confidence in your approach to content
What It Is
Your POV is your unique perspective of your market’s pain points and how to solve them. You might be pointing out what’s changed in the world and why it matters. You might be taking a stance on what’s wrong in your industry and how to fix it. Or you might be identifying a missing puzzle piece and explaining how to solve the puzzle. The best POVs flow from the company’s origin story, making them part of the brand’s DNA.
In the POV Clinic, I’ll help you form a primary POV and “thematic POVs” that flesh out your primary POV in more detail. I’ll also give you a framework for integrating these POVs into your content and sharing your thought leadership. Afterward, you’ll be able to schedule two follow-up calls with me over a two-month period to ask questions that arise as you’re implementing your POV framework.
What It Includes
Discovery: Before the workshop, I’ll do extensive research to hone my understanding of your business, your category, your competitors, your ICPs, and your product or service. I’ll come to the workshop fully prepared to guide you to your unique point of view.
Workshop Sessions: The workshop is broken into three 1-hour sessions conducted over three days for maximum engagement. In the first session, I’ll take you through a guided exercise to extract insights and give us the raw material we need to develop your primary POV. In the second session, we’ll focus on crafting a draft of your primary POV. In the third session, we’ll identify thematic POVs that flesh out your primary POV, and we’ll define your thought leadership pillars.
Thought Leadership Playbook: After the workshop, I’ll deliver a playbook that includes your POV messaging, a framework for integrating your POVs into your content, and recommendations for getting your thought leadership content out into the world.
Advisory Package: As you’re implementing your playbook, you’ll have access to me for questions via two calls that can be scheduled whenever you like, up to two months after the workshop.
Logistics & Details
Who: Your POV and thought leadership are strategic brand initiatives, so I strongly suggest cross-team participation. Ideally, this will include your founder/CEO and your heads of marketing, sales, and customer success. Each of these folks will have valuable insight to contribute and will need to be bought in for your thought leadership program to be successful.
Where: Remote, via Zoom.
Scheduling: The workshop can be scheduled as soon as you sign the agreement and complete payment. My recommendation is to schedule the three sessions within the same week so we don’t lose momentum — each session builds on the previous one.
Prep: At scheduling, I’ll ask you for any strategic resources you have available, including product messaging, market research, competitive research, and customer research.
Cost: $5,500
Payment Terms: Payment is due in full prior to scheduling, non-refundable.
Rescheduling: The workshop can be rescheduled, if needed, up to three months after the original date.
“You are our most valued asset in growing our business. You’ve helped us think in lots of new ways and have completely transformed what we think about how to use content in our marketing strategy.”
Mike Donnelly, Seventh Sense