Sequencing a repositioning without stalling the pipeline
The order of operations matters more than the positioning itself. A working sequence, with the failure mode at each step.
Amara Okonkwo / 2 July 2026 / 1 min read
Repositionings fail on sequencing far more often than on the strategy. The strategy is usually approximately right; it is introduced in an order that guarantees internal resistance and a two-quarter revenue dip nobody budgeted for.
Start with sales, not with the website. The people who will be asked to defend the new story to a sceptical buyer should hear it first, and should be allowed to break it. If it survives ten live calls it will survive a homepage.
Move to pricing second, while the new story is still fresh enough to justify it. Repositioning without a pricing change is decoration.
The website comes third, and it comes late, because it is the artefact everyone wants to start with and the one that teaches you the least.
Contributing writer
Amara Okonkwo
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.
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