Notes, frameworks, roasts, and case studies on B2B positioning by Louis Grenier.https://www.stfo.io/en-ushttps://www.stfo.io/roasts/hostinger-horizons/https://www.stfo.io/roasts/hostinger-horizons/Picture this: me at 16, hunched over my desk computer in my bedroom, web builder Dreamweaver open, absolutely convinced I'm about to build something brilliant.Wed, 07 Jan 2026 00:00:00 GMTroastbrand auditLouis Grenierhttps://www.stfo.io/roasts/launchbay/https://www.stfo.io/roasts/launchbay/Bienvenue to another Stand The F*ck Out Roast, where we take brands, rip them apart with savage honesty, and break down exactly how they're standing the f*ck out (or not!).Tue, 09 Sep 2025 00:00:00 GMTroastbrand auditLouis Grenierhttps://www.stfo.io/roasts/tilt-publishing/https://www.stfo.io/roasts/tilt-publishing/Bienvenue to our third (we're on a roll!) Stand The F*ck Out Roast, where we take brands, rip them apart with savage honesty, and break down exactly how they're standing the f*ck out (or not!).Wed, 09 Jul 2025 00:00:00 GMTroastbrand auditLouis Grenierhttps://www.stfo.io/roasts/ahrefs-podcast/https://www.stfo.io/roasts/ahrefs-podcast/Bienvenue to our second Stand The F*ck Out Roast, where we take brands, rip them apart with savage honesty, and break down exactly how they're standing the f*ck out (or not!).Mon, 26 May 2025 00:00:00 GMTroastbrand auditLouis Grenierhttps://www.stfo.io/roasts/leadsie/https://www.stfo.io/roasts/leadsie/Bienvenue to our new series... Stand The F*ck Out Roasts, where we take brands, rip them apart with savage honesty, and break down exactly how they're standing the f*ck out (or not!).Thu, 06 Feb 2025 00:00:00 GMTroastbrand auditLouis Grenierhttps://www.stfo.io/articles/pratfall-effect-marketing/https://www.stfo.io/articles/pratfall-effect-marketing/The pratfall effect: People who show their imperfections tend to be more trusted. Your competitors probably aren't using it. There's so much bragging, so much bullshit, so much lying.Sat, 01 Jun 2024 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/distinctive-brand-assets/https://www.stfo.io/articles/distinctive-brand-assets/I didn't realize it then, but I first learned about distinctive brand assets when I was a teenager in France. There was a TV show called Les Guignols de l'info which broadcasted every evening before dinner. It was 8 glorious minutes of celebrity puppets acting out the news.Wed, 10 Nov 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/60300-one-email/https://www.stfo.io/articles/60300-one-email/I've made $60,300 selling 25 seats of my program Stand The F*ck Out with one single email. Here's how it happened.Wed, 15 Sep 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/blue-ocean-strategy-disadvantages/https://www.stfo.io/articles/blue-ocean-strategy-disadvantages/The blue ocean strategy has one big, gigantic, disadvantage that you might need to hear. There are no blue oceans, only ONE, GIGANTIC, RED ocean.Wed, 01 Sep 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/buyer-personas-need-to-die/https://www.stfo.io/articles/buyer-personas-need-to-die/Buyer personas don't work. Or do they? Traditional buyer personas need to die because they're full of demographics information that has nothing to do with the reasons why people buy your stuff.Mon, 16 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/buying-triggers/https://www.stfo.io/articles/buying-triggers/Buying triggers are perhaps best explained with video games. Much like TNT which needs a trigger to explode, people don't buy unless something causes them to buy.Mon, 16 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/positioning-principles/https://www.stfo.io/articles/positioning-principles/Positioning is like playing a game of Hungry Hungry Hippos. If the marbles are your potential buyers, and if your product/service is the hippo, you'd better position your hippo to gobble up enough marbles so it doesn't starve.Mon, 16 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/category-creation/https://www.stfo.io/articles/category-creation/You've read books on category creation. You've listened to all of the podcast episodes mentioning it. Who doesn't want to live in a world where their product is the only product in a specific category? It seems like the best way to stand out. But I beg you, don't try to create a new category.Fri, 13 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/challenge-category-conventions/https://www.stfo.io/articles/challenge-category-conventions/In a way, challenging category conventions is something I've been doing since I was a kid. Channel your intellectual terrorist mindset with this question: 'What's the one thing you hate the most about this category?'Fri, 13 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/daft-punk-marketing/https://www.stfo.io/articles/daft-punk-marketing/I had this idea of doing a marketing analysis of Daft Punk ever since I've been doubling down on radical differentiation. I love the way they've been zagging when other electronic music artists were zigging.Fri, 13 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/influence-customer-buying-decisions/https://www.stfo.io/articles/influence-customer-buying-decisions/Facts don't influence customer buying decisions. So, what does? You can't change people's minds with data. Instead, encourage them to change their own minds.Fri, 13 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/product-narrative-design/https://www.stfo.io/articles/product-narrative-design/When I'm designing a product narrative, I think back to when I was in high school. I had a friend who believed in all sorts of conspiracy theories. Weirdly, believing in them made me feel better. I was making sense of the world.Fri, 13 Aug 2021 00:00:00 GMTB2B positioningmarketingLouis Grenierhttps://www.stfo.io/articles/product-positioning/https://www.stfo.io/articles/product-positioning/One of the hardest-to-miss symptoms of poor positioning is this: Buyers do not understand what you're selling. And, because they aren't sure if they want any, you probably aren't selling all that much.Mon, 02 Dec 2019 00:00:00 GMTB2B positioningmarketingLouis Grenier