Superhuman came to Fletch looking to develop a positioning & messaging strategy to break into the sales market — growing beyond their success with founders and product managers.
Broad framing of the problem sales teams face with email
Over-messaging on benefits, missing clear product differentiation
Feature overload
Extremely long page, not likely to get read
Before
Spotlights specific pains AEs face with email
Leads with sharper capabilities, supporting sales-level benefits
Prioritized the most compelling capabilities a sales leader would care about
More concise page narrative structure
After
Broad framing of the problem sales teams face with email
Over-messaging on benefits, missing clear product differentiation
Feature overload
Extremely long page, not likely to get read
Before
Spotlights specific pains AEs face with email
Leads with sharper capabilities, supporting sales-level benefits
Prioritized the most compelling capabilities a sales leader would care about
More concise page narrative structure
After
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