Great. You’ve got a sentence. It’s probably still soggy, but it’s good enough to work with.
“I help early-stage SaaS companies in the travel industry streamline their infrastructure and prepare for scaling.”
Now we use it.
Test it in conversation. Use it in intros. See what lands.
Do people nod? Do they ask questions? Or do they look confused and change the subject?
Their reaction is feedback. Use it.
Use your position to frame referral asks. Not “I’m looking for work,” but:
“I’m looking to connect with founders at travel tech startups that just raised and are hitting scaling pains.”
Specific. Searchable. Someone in their network pops to mind - or they know someone who knows someone. That’s what you want.
Does your website say what you do and who you do it for?
Does your LinkedIn headline match your positioning?
Are your posts aligned with the problem you solve?
Does it still read like “fractional consultant” or “strategy help for SaaS”?
Clean it up. Use the words your niche actually uses. Talk about the problem they think they have - not your framework.
And it’s 2025. You’re not on your own here. Use your tools. Use your LLM.
Use it as a review tool. Try:
“How does this copy
<paste>align with my position<paste>?”
Ask what kind of client it thinks you’re targeting (Use a new chat though! Not the one where you told it your position).
Ask what problem it thinks you solve.
Compare variations.
Ask which one better fits a travel SaaS founder.
If it’s confused, your leads will be too.
Use it for website copy, blog posts, social posts - you’re not having it build your content, you’re asking for ideas for alignment. It doesn’t have to be your voice - you can let it inspire you.
Now that you know who you help and what they’re struggling with - go where they go.
Slack groups. Conferences. Newsletters. Podcasts. LinkedIn comment threads. Facebook groups.
Not to sell. To listen. To talk like a human. Answer their questions. To be known. And to consume - learn the words of your audience. How do they talk about your problem?
Not ten blog posts. One.
Answer a question they’re asking. Solve a small version of the big problem you help with. Publish it. Point people to it.
Not “thought leadership.” Just proof you get it.
And keep it aligned to your ICP. They should read this and feel “this understands me.”
Your LLM can help here, too. It’s not perfect, but it’s better than guessing - better than working alone.
Your positioning is also your filter. Say no to things that don’t align.
Don’t stretch it to fit every call or lead. That’s how it turns soggy again.
If someone says, “That’s not quite us,” that’s fine. It means it’s working.
Now that you know who you’re looking for, go find them:
You’re no longer searching for “tech startup CEO” - you’ve narrowed this down to an intersection.
And you can go broad inside your niche. Read from and talk to people all over the travel industry to help influence how you align to their market - and find the folks who aren’t yet talking about the problem you solve… but will.
Pay attention to how they talk about:
Use their words. Not yours.
When you start sounding like them, they’ll start trusting you more.
Start using the position you wrote down. Say it. Test it. Use it to filter, not just to pitch. If it’s working, people will know who to send your way. If it’s not, you’ll know what to change.
Positioning is how you aim your work. You build a practice around it by listening, adjusting, and showing up consistently.
It’s not about getting it perfect. It’s about getting it started. Go use that positioning. See what happens.
I’m not a positioning expert. But I’ve helped fractionals get unstuck. If you’re trying to figure out what to say and who to say it to, let’s chat and see if it helps.
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