The company positioning can be ambiguous, especially for startups. Things are constantly moving. The environment is changing. The team is learning. Users give feedback. So, Board documents show options, subtle adjustments ("we are going to be a bit more B2B").

Investor presentations can contain some of that ambiguity. "Some" shows that you are not holding on to a sinking ship, open to change, constantly re-evaluating. Total indecision will of course show the opposite.

In customer presentations however, things should be crystal clear and sharp. A customer presentation can only have one positioning, one company story. The decision to get to a position can be hard, the execution into a sales presentation is straightforward: pick your story and pitch it without ambiguity. Changing your positioning, means overhauling your customer presentation completely, not adding a few charts.


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