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GTM Delta - Friction Fuels Attention

Friction Fuels Attention: The Case for Dissonant Marketing

Messaging & PositioningBy Eric WrightAugust 18, 2025Leave a comment

Safe marketing is invisible. It slides past the reader like elevator music; polished, agreeable, forgettable. The stuff that sticks? That makes people stop, think, and care? It isn’t smooth. It…

Startup Messaging Mishaps: Shift Left is Full of Shift

Messaging & PositioningBy Eric WrightMay 27, 2024Leave a comment

In technology marketing, language matters. Especially in startup messaging. Words shape perceptions, drive decisions, and ultimately determine success. But what happens when practitioners’ and marketers’ language diverge? Enter the case…

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What is Technical Product Marketing-as-a-Service (TMaas)?

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