No one understands

what you do.

Because you haven’t decided yet.

I help ‘hard-to-explain’ companies 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 generalise… And end up generic.

... 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.
You don't expect Michelin quality from supermarket sushi.
... 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:

Positioning

is sequencing.

It’s focussing your story & deciding what comes first.

What you lead with now isn't what you lead with forever.

NVIDIA led with graphics cards for gaming → and gained the credibility for AI.
Amazon led with books → whilst building the infrastructure for everything else.
Stripe led with developers, not CFOs → and now owns enterprise.
And when Yahoo believed news, email, finance, sports and search all belonged on the homepage…

…Google was search.

Positioning is identifying and owning the context that makes you the obvious answer to exactly the right buyer.

And through that context,

everybody gets you.

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

Hard-to-explain products don't need hard-to-explain positions

Positioning sits at the intersection of three things: what your business does differently, what the market is actually buying, and where the real opportunity is – given where you are right now.

That's what this work finds, brings together, and puts into language that makes the right buyer recognise themselves immediately.

Founders circle this for years. With me, it takes weeks.

But fast work isn't guesswork. I start with deep research: your market, your customers, and how your own team already talks about what you do.

We shape the direction together.

Then I sort everything – the team narrative, the website, the sales guides – that aligns the company around what we’ve found.

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

Let's talk. 20 minutes to stop circling.

FIND A TIME.

Recent work.

Specific first. Open after.

AI can do a lot. But try to speak to everyone and you speak to no one. AZTRA was doing serious work for enterprise clients in retail, CPG, and manufacturing. I positioned them as experts in those industries first, with the door held open for the ones to come.

READ MORE.
Same story. Different angle.

Sometimes positioning is just a different angle on the same story. Kalo had been selling itself as ‘a services provider’ for farmers. I repositioned the company as ‘a partner and technological enabler’ of Georgia's growing agricultural sector.

READ MORE.
Research picks the buyer.

Billiwild's €1,000 vertical garden could have gone many ways. Research across Reddit, YouTube, and TikTok pointed to a buyer the category had missed. I built the messaging around the aesthetic that sells it and the fear that kills it: mould on the wall.

READ MORE.

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