No one understands

what you do.

Because you haven’t decided yet.

I help founders of complicated products stop losing business to simpler competitors.
By doing the research-led, customer-grounded positioning work that everything else depends on.

Your product fits a lot of buyers.
And solves a lot of problems.
So you try to do it all.

It feels like the safe option.

But it really isn’t…

... at least on paper.
McKinsey gets to do everything for everyone.
You don't. Not yet.
Your ideal prospect scans your homepage, finds themselves on a menu, and leaves.
No one orders sushi from the Chinese restaurant.
... and still nothing lands.
Copy is downstream of decisions. If you haven't made the decisions, no writer can save you.
Third homepage of the year, and the conversion hasn't moved. You've been editing the symptom.
... nobody's choice.
You can't build something great without knowing who it's great for.
Every decision splits the difference. The product becomes the average of everyone's requests.
Adequate is your ceiling.
... because people buy the story they can repeat.
Deals close in the retelling. Your champion has to explain it to someone who wasn't in the room.
She loved the demo. Her CFO didn't get it.
The deal went to someone thinner and clearer.

Here’s the thing:

Narrowing sounds like shrinking…

But positioning is sequencing.

What you lead with now – buyer, problem, category – isn't what you lead with forever.

NVIDIA led with graphics cards for gaming.
Amazon led with books.
Stripe led with developers when competitors chased CFOs.
Google led with search; Yahoo had news, email, finance, sports and search…

Picking the right lead gives your team focus, and those outside a context to understand you.
No doors close. You're just choosing what should come first.

It feels scary, but with the proper research it becomes obvious.

The clients you have stay.
The deals you've closed stay.

But every decision gets made for that lead,
instead of every plausible one.

The claim at the front.
The problem you build for.
The line your team leads with.

The hedging stops. And everything starts pulling in one direction.

Once you lead with the right thing, the market finally gets you.
And that position earns you attention from others.

I’m Will Murray,
a Scottish brand positioning strategist in The Hague.

Your product is complicated. Your position doesn't have to be.

It comes down to three decisions: who you sell to first, what you do for them, and why they choose you. Then shaping the business around those answers.

Founders circle this for years.
With me, it takes weeks – and most of that time is mine, not yours.

But fast doesn't mean guesswork.

I start with deep research: your market, your product, your competitors, your customers' pain points, and how your own team already talks about what you do.

We shape the direction and strategy together, with the evidence in front of us.

Then I do the work – the team narrative, the website, the sales guides, the onboarding – that aligns the company around what you've chosen.

At the end, you have a clear position that holds up, a team pulling the same way, and the right people coming to you.

The thinking is mine. The decisions are yours.

Let’s talk. 20 minutes. I'll walk you through how we'd get started.

FIND A TIME.

Testimonials.

“Will brought workable clarity at a moment when our thinking was complex and still in motion. He didn’t just polish language, he helped sharpen how we framed and positioned what we were building so it could actually be understood and used by others. That perspective was valuable.
“He’s also not someone who just nods along, he’ll say when something isn’t landing, which is rare and useful when you’re building something real.”

Jeremie Landweer
Founder & CEO, SociisGroup
“Being a practitioner for over two decades and showing the world what your practice actually does are two different things. Will helped me be strategic – bringing clarity about who I'm really speaking to, what each part of the website needs to do, and how to sound like myself without losing the people who need to say yes.
“Will has an incredible ability to listen deeply, understand your world, and present it simply and powerfully. He's a true champion and I'd recommend him to anyone seeking clarity and convergence!”
Mansi Jasuja,
Founder, Mansi Jasuja
“Will gave our members a clear, practical framework for brand positioning – the kind of thing founders need but rarely stop to think about. Great examples, immediately usable, and everyone came away with something concrete”

Wendy Candelario
Senior Community Associate, TNW
Investors Don't Back Confusion – positioning workshop for TNW members
“Working with Will felt like having a true partner in the process. He brought not just clarity and structure to our messaging, but a genuine care for our mission. His deep research helped us find the right voice, and the response to our website copy has been overwhelmingly positive – we’ve had so many compliments.
“We’d recommend him to any company looking for thoughtful, research-driven brand strategy that connects with target audiences.”

Quinten van Duin,
Co-founder, Billiwild
“Will invested time in fully understanding our company, its operations, and the nuances of the Georgian agricultural sector in which we work. His expert command of language, combined with a deep understanding of our needs, resulted in a corporate portal that perfectly aligned with our vision and goals.
“We'd be delighted to work with him again.”

Mark van Embden Andres,
Co-Founder, Kalo