“We can do this with AI.”You should — after the sprint.“We already know our differentiation.”Then it survives the copy-paste test.“We just need a copywriter.”A copywriter writes the decision. They don’t make it.“Our science speaks for itself.”Not on slide thirty-four.“We’ll do it after the raise.”The deck you raise on is the problem.
“We can do this with AI.”You should — after the sprint.“We already know our differentiation.”Then it survives the copy-paste test.“We just need a copywriter.”A copywriter writes the decision. They don’t make it.“Our science speaks for itself.”Not on slide thirty-four.“We’ll do it after the raise.”The deck you raise on is the problem.
A positioning practice for life sciences softwareLIMSeClinicalRWD
What you get
One thing is for sale
Everything else unlocks only if the work says you need it.Most of the time, it doesn't.
Positioning Sprint for Life Sciences Software
Four weeks · fixed scope · one at a time
€10,000
Pilot
We're running a pilot through 2026. Early clients pay €6,500, in exchange for a detailed case study.Half at kickoff, half after week one. If week one doesn't earn the rest, you stop there and keep it.
Message Architecture DocumentThe positioning decision, written down. Twelve to eighteen pages, yours to edit.
Competitive Alternatives MapEvery alternative your buyer weighs, including doing nothing.
Homepage wireframe and production-ready copyNot a direction to interpret. The words.
Sales one-pagerThe quick-reference card your team opens before a call.
AI Context Pack™Positioning, voice and proof points in a format your team pastes into ChatGPT or Claude, so everything they generate stays on message.
Implementation Readiness AssessmentScored across five execution surfaces. It decides what happens next.
Three 60-minute working sessionsPlus a 45-minute handoff with whoever has to use the work.
For scale: a Head of Marketing is €80–150k a year, plus four to six months of ramp.
Three hours of your time in total, spread across three sessions. Everything else happens without you in a meeting.
Before we start
Your side
One kickoff questionnaire, then the evidence you already have: recordings of three to five sales calls, win and loss notes or RFP debriefs, and the collateral you use today. Before you sign, we tell you how much of the work that evidence can carry.
No research calls with your customers. Nothing waits on anyone’s calendar.
Our side
We mine public reviews of you and three competitors where they exist, and read your homepage against theirs and against the benchmark we keep of your category.
We arrive at the first session having already read the evidence.
01
Week 01
Decision context
60 min of your time
Mon
Working session 1
60 min
How your buyers decide, what they weigh you against, and what kind of proof moves them.
Tue
Evidence synthesis
We go through the evidence you have — calls, reviews, RFP debriefs — line by line. Your buyers’ words, not ours.
Wed
Competitive Alternatives Map
Three direct competitors, and the alternative that wins most often: doing nothing.
Thu
Three to five positions
Each written as it would read on your homepage, ranked by risk, with the evidence behind it.
Fri
Our recommendation
Loom ~10 min
Which position we would take, and why. In the pilot, this is the checkpoint: continue, or stop and keep it.
02
Week 02
The filter
60 min of your time
Mon
Working session 2
60 min
The Science-to-Signal Filter™. Claims that are table stakes get cut, out loud, with you in the room.
Tue
The copy-paste test
Every surviving claim gets a competitor’s name pasted into it. If it still reads true, it dies.
Wed
Objection architecture
The three objections you actually hear on calls, and the answer to each.
Thu
Positioning drafted
The decision written as a sentence, before it is written as a document.
Fri
Loom
~10 min
What survived the filter, and what we killed. Including the ones you liked.
03
Week 03
The architecture
60 min of your time
Mon
Working session 3
60 min
You choose one position. We write down what you are giving up in order to hold it.
Tue
Message Architecture Document
Twelve to eighteen pages. The decision, the reasoning, and the language.
Wed
Homepage wireframe and copy
Not a direction to interpret. The words, in order, ready to ship.
Thu
Readiness scoring begins
We score your five execution surfaces. If something is failing, you hear it this week.
Fri
Loom
~10 min
Where the scoring is heading, before it is final.
04
Week 04
Handoff
45 min of your time
Mon
Sales one-pager
The quick-reference card your team opens before a call.
Tue
AI Context Pack™
Positioning, voice and proof in a format your team pastes into ChatGPT or Claude.
Wed
Implementation Readiness Assessment
Five surfaces, scored one to five each. Out of twenty-five. You see the sheet.
Thu
Handoff
45 min
The document, the assessment, and what happens next. Bring whoever has to use the work.
Fri
Delivered
If the assessment came back red, the Messaging Implementation Blueprint is in the package at no extra cost.
Customer interviews are a separate module. They never run inside the four weeks, because the sprint never waits on someone else’s calendar.
Week four
The assessment decides. Not us.
Every surface that carries your message gets a number out of five.
Website
Sales deck
Outbound
Conference
Internal
You see the sheet. Not a summary of it.
Sometimes the answer is that you need nothing else from us.
Ready · 18/25
You implement it yourself, using the Message Architecture Document as the guide. We're done.
Your team rewrites the homepage from the document, not from a brief.
A 30-day follow-up call, if you want it.
You spend nothing further with us.
This is the outcome we're aiming for.
Partly ready · 15/25
Some surfaces can carry the new message, others can't.
A prioritised roadmap: which surface to fix first, and why.
The ones that failed can be fixed module by module.
Or handed to your own team, with the document as the brief.
Two surfaces out of five, in this example.
Not ready · 9/25
Your execution layer can't carry the message at all.
The Messaging Implementation Blueprint comes in week four, at no extra cost.
Page structure, hierarchy, wireframes and example copy.
Executable by any developer or agency you already use.
That part isn't for sale. It's what we owe you.
Each column is one surface: website, deck, outbound, conference, internal.
Puts the message onto the surfaces you already have. Modular — one module per surface that scored low, so you only pay for what failed. Two to three weeks.
The site that implements the positioning. Design and build, not a rewrite of the one you have. It is the only execution we take on, always downstream of a positioning decision we made with you.
For scale: a full-service agency rebuild runs €30–80k over three to six months, without life sciences expertise.
€18,000–25,000
Customer Evidence Module
Add-on · no assessment needed
Three customer interviews we run and synthesise. The sprint itself runs on evidence you already have — your recorded sales calls, public reviews, win-loss notes — so this is an addition, never a dependency. It runs alongside or after; the sprint never waits on it.
€2,000
Messaging Ops
Requires Positioning Sprint · minimum three months
Two calls a month, a review of every new asset before it ships, a quarterly update of the Message Architecture Document, and the AI Context Pack kept current as products, segments and competitors change.
€1,500/month
What we don't do
No retainer without a sprint. Maintaining a message that was never decided is just maintenance of the problem.
No website without the positioning in front of it. A site that looks better and says the same thing is an expensive way to stay invisible.
No promised numbers. Positioning moves over quarters, and anyone selling you an attributable percentage in ninety days is selling attribution, not positioning.
No campaigns, no content factory, no fractional CMO. Adjacent work, different business.
What we guarantee
If any deliverable doesn't meet the standards we define at kickoff, we revise it until it does.
And if you implement the messaging for ninety days and see no measurable improvement in how prospects engage, we run an additional optimisation sprint at no cost.
Payment is split 50% at kickoff, 50% on delivery. During the pilot, the second half is due after week one — and you can stop there.
Before you ask
Six questions, answered first
We could do this with AI. Why pay for it?
You should be using AI for this — after the sprint. AI multiplies whatever message you feed it, and right now it would multiply a message that sounds like your six hundred competitors, at machine speed. The sprint fixes the source. You even get the output as an AI Context Pack, so every tool your team uses stays on message. We use AI heavily in our own process; the difference is what we feed it — your sales calls, your buyers’ reviews, your win-loss data, and a benchmark of how your whole category talks.
We already know our differentiation.
Most teams do. The question is whether a buyer can see it in thirty seconds on your homepage. That is a different thing, and it is testable: cover your logo, put your hero next to your three closest competitors’, and see whether anyone can tell which is which. Eleven of the eighteen life sciences software homepages we read failed that test.
Do you interview our customers?
Not inside the four weeks. The sprint runs on evidence you already have — recordings of your own sales calls, public reviews of you and three competitors, your win-loss notes or RFP debriefs — whatever of that exists, agreed before you sign. That is deliberate: it keeps scheduling off the critical path, so the sprint never waits on someone else’s calendar. If you want fresh interviews on top, that is the Customer Evidence Module, and it runs alongside or after.
Why four weeks? Can we go faster?
Four weeks is the delivery, not the waiting. The work is roughly sixty hours across evidence synthesis, competitive analysis, three working sessions and the writing — and the sessions need days between them, because the decisions have to settle with your team, not just with us. Compressing it would mean cutting the evidence, which is the part that makes the output defensible.
What if we don’t agree with the positioning?
Then it is not finished. We set the standards for every deliverable at kickoff and revise until they are met. What we will not do is write something we cannot defend with the evidence — if the conclusion is uncomfortable, that is usually the finding, not a mistake.
Who actually does the work?
One person, one sprint at a time. There is no team to hand you off to and no junior doing the first draft.
The teardown
Thirty minutes, no deck
Bring your homepage. We’ll look at what a buyer sees in the first thirty seconds, and at what your three closest competitors say on the same page.
