Hey Joshua! Awesome regarding the B Corp stuff – love it.
Honestly I feel like we still have a lot of positioning and messaging work to do. It’s a really difficult thing to do well. If I could do anything over, I’d build a product marketing function way earlier. I didn’t fully appreciate all the value those folks add to the business until recently.
If I were in your shoes and didn’t have the resources to invest in building a product marketing function, I’d start getting on sales calls and reaching out to existing customers that match our ideal customer profile, and I’d start asking them to describe the product, describe their favorite thing about it, tell me what problem got solved when they implemented it, how it made them feel.
The most effective version of our home page was actually one that didn’t have any messaging in the header – it was just a direct quote from a customer. The goal of good messaging is to frame the problem and solution in words your customers would use, so when all else fails, use your customers’ words. 