Contributing writer
Category design & positioning
Amara advises B2B software companies on positioning before they hire a demand team, which she insists is the only sane order to do it in.
An outside consultant’s case against the two-day offsite, and what she runs instead. I have run the two-day offsite perhaps forty times. It produces energy, alignment, a set of photographs and a…
Amara Okonkwo / 18 July 2026 / 1 min
The order of operations matters more than the positioning itself. A working sequence, with the failure mode at each step. Repositionings fail on sequencing far more often than on the strategy. The…
Amara Okonkwo / 2 July 2026 / 1 min