David P. Schafer's videos and podcasts
September 2026
I read a Forbes piece this week on the “19 Essential Priorities for CMOs Heading into Q4.” Wow. 19!...
Like this! One thing I'd add is it's now incredibly important to define who you are within your cate...
The hardest time to change might be when you don’t have to. Not after something failed - that’s obv...
The positioning guy has a positioning problem... I’ve spent years finding the story for clients Now ...
August 2026
Check out my service page to see examples of my work and to learn more about my services. #OpenForBu...
AI makes content easier. Knowing what to say and how to say it is still a bitch. I looked at 50 co...
Most B2B positioning tries to answer "Why us?" while the buyer is still asking "Why change at all?" ...
A big howdy from Yokohama Harbour. I always go for a jog (for a few days) around my birthday. Hopin...
July 2026
Most companies tell their story from the perspective of the product. Buyers do not experience the m...
I charge five figures to run companies through detailed category strategy and positioning. Below is...
I stumbled on this cool research (link below) on how LLMs recommend brands across categories. 3,750...
June 2026
You are already selling inside a category. You either designed it or inherited someone else's. Her...
Don Draper figured out how to name a category in 1960 😆 Most B2B marketers still haven't. 🤔 Now ...
May 2026
You're living inside a category someone else built. A matrix, if you will. You didn't choose it. Yo...
Most B2B messaging is written from the inside out. Here's what we built. Here's what it does. Here'...
Your homepage describes what your product does. Your competitor's homepage also describes what your ...
Today's CMOs need to lead from a different place. The old way: optimizing for approval. Running too...
April 2026
AI did not replace the need for storytellers. It proved it. AI slop has flooded every channel with...
Google, Microsoft, Notion, and Anthropic are all hiring storytellers. Matt Charney's piece on why b...
A buyer can say: “This makes sense.” …and still not move forward. That gap is where most deals get s...
A lot of teams think they have a sales problem. What they really have is a confidence problem. Buye...
If you don’t frame the category in a way that favors you, you end up selling inside someone else’s p...
