There’s a distinct difference between knowing what you do, and knowing what you solve. And then connecting what you solve to market challenges your audience face is another challenge entirely.

When you’re not sure what you solve, or you know but it’s not connected to your messaging, the offer becomes unclear and inconsistent.

The website says one thing. Content says another. And then networking conversations take on a life of their own, communicating something else entirely.

Sales might exist, but if there’s no clarity, consistency, or system behind it, it becomes scattered and hard to generate momentum.

The Culture Club are a brilliant, unique business with so much value to convey. But when they arrived at our door, sales was founder led and the pipeline was random and up and down.

It’s a tale as old as time. It’s not a problem as such, but it does stilt growth.

They need to sharpen up the message, create shared language, and find a way for the wider team to drive deals.

What was missing was a clear position, a connected offer, and a sales engine the whole team could operate.

So we got to work.

Discovery, discovery, and more discovery. That was the key to getting under the skin of The The Culture Club. What makes them tick. What makes them special. Finding out where the true value lies.

So that’s what we did. We focused on positioning and systems to help them clearly explain what they do, why, and who for.

We set out to connect content, sales, and delivery so that the founders and wider team were communicating the same message across the top, middle, and bottom of the funnel. This removed pressure from the founders.

We did all of this by tackling:

• Understanding market challenges faced by their audience
• Understanding exactly who the audience was and building a comprehensive ICP
• Understanding the purpose of the business
• Understanding the existing position of the business
• Digging into the critical pillars of the business
• Building out a real world sales ladder so that The Culture Club could productise their offering and create a natural buyer’s journey

Sounds like a lot, but the value was worth every second of workshopping, writing, re-writing, and testing.

Everything was delivered in person via an intensive workshop so we could really get to the heart of the matter. We could see their faces light up when we hit the nail on the head, or their expressions crumple when we strayed too far from the path.

We delivered a sales strategy designed around their real world conversations, with a team that bought into the sales engine rather than being kept on the sidelines.

The in person delivery was particularly handy, with The Culture Club openly saying how surprised they were at how quickly we ‘got it’ and how accurately the output reflected their thinking.

We helped The Culture Club to clarify where different customers entered, mapping journeys based on customer problems, helping them to understand what offer, when, and why.

The strongest result here was positioning clarity, underpinned by clear critical pillars that anchor The Culture Club positioning in the mind of their buyers and unlocks the results in their sales engine.

The obvious outcomes with The Culture Club were:

• Clearer messaging
• New website copy
• Stronger team buy-in
• Alignment across the business
• Confidence in how they communicate their value
• A more sustainable approach to sales

However, it became even more apparent when we help up a mirror and looked at the before/after situation.
Before was an unclear offer, inconsistent language, and founder only sales ownership.

After the proposition and sales ladder were complete, a clear positioning and shared language across website, content, and conversations were possible.

Now, they actively use their new positioning in conversation and in daily work. They use the messaging across digital real estate, and have even stress tested it in the market by talking to the people that matter: their audience.

The Culture Club took the framework and process and ran with it, which is all that we could ask for. They really made it their own, which shows they truly bought in and ‘got it’. Bravo, The Culture Club.