Preview
What it is.
Rob Kaminski and Anthony Pierri co-founded Fletch, which does positioning for B2B software and has worked with 600+ companies. The newsletter is the public version of that work.
Each issue takes one problem, like writing an H1 or building an ICP, and works it through with the wording shown. That specificity is why it's here.
It's free and every issue is on the site, so you can read the whole archive in an afternoon.
What you get.
- One positioning problem per issue, worked through with example wording
- Homepage structure advice down to the headline and subhead
- Their framework for the three positioning strategies open to you
- ICP writing that goes past a firmographic list
- A free, fully open archive
Editions we'd start with.
What everyone gets wrong about category creation ↗
July 2026. Read it before anyone in your company proposes creating a category.
There are only three positioning strategies ↗
The framework the rest of their writing assumes. Start here.
How to write an H1 ↗
The most immediately usable issue. You can apply it to your homepage the same day.
You're building your ICP wrong ↗
Why firmographic lists don't help sales, and what to write instead.
The Pitfalls of Becoming a Platform ↗
What happens to your message when the product sprawls. Useful during a roadmap argument.