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RESEARCH → POSITIONING → GROWTH

Scattered signals.
One clearer direction.

I turn buyer conversations, competitor messaging and market signals into clearer positioning and smarter growth decisions for founder-led B2B businesses.

BUYERS · COMPETITORS · MARKET · GROWTH

01 / 09

USE CASES

What are you trying to
figure out?

Choose the mess. I’ll show you what the research can uncover.

We sound like everyone else.

When every competitor has a good-looking website and a polished promise, changing the words isn’t enough.

See where competitors converge, what buyers actually care about, and where a clearer position could exist.

  1. COMPETITOR SIGNALS
  2. MESSAGE PATTERNS
  3. POSITIONING OPPORTUNITIES
See how I find the gap
SAMPLE ANALYSISIllustrative evidence · not client results

COMPETITOR SIGNALS

NorthlineServices · About

Transform your business

Transformation
Scale HouseServices · About

Unlock growth

Growth
Bright PathServices · About

Drive results

Results
MomentumServices · About

Scale with confidence

Growth
FormaServices · About

Tailored solutions

Solutions

Same claims,
different websites.

MESSAGING PATTERNS

POSITIONING OPPORTUNITY

Growth & scale
Repeated
Results
Repeated
Transformation
Similar
Tailored solutions
Similar

Qualitative pattern · sample claims

MARKET LANDSCAPE

Crowded messaging
GrowthScaleResultsSolutions
Underused territoryOperational clarityDecision supportReduce complexity

A clearer position to explore.

Competitor convergence → a gap to investigate

  1. Compare the claims
  2. Extract the language
  3. Find the convergence
  4. Explore the gap

THE METHOD

Collect → Classify → Pattern → Decide → Test

Different questions require different sources.

The goal stays the same: turn scattered signals into enough evidence to make a better decision.

Illustrative examples

  1. 01

    Collect

    Gather real buyer conversations, competitor information and relevant market signals.

    Conversation

    I keep getting leads, but they’re not a good fit.

    Competitor

    Grow with confidence.

    Review

    Helpful service. Pricing is hard to compare.

  2. 02

    Classify

    Structure messy information so different conversations and signals can actually be compared.

    “Leads, but not a good fit.”
    Author role
    Solo owner
    Business model
    Consulting
    Primary problem
    Lead quality
    Urgency
    High
    Trigger
    Pipeline issue
  3. 03

    Find the pattern

    Look for repeated pains, triggers, language, alternatives, gaps and opportunities.

    Pricing confusion

    Inconsistent leads

    Content struggle

  4. 04

    Decide

    Translate the evidence into a positioning, messaging, content or growth decision.

    Key insight

    Lead quality keeps coming up.

    Opportunity

    Speak to the right-fit buyer.

    Recommended direction

    Test a clearer positioning angle.

    A supported hypothesis to test.

  5. 05

    Test

    Put the decision into the market and learn from what happens.

    • Update the message
    • Test a content angle
    • Try focused outreach
    • Measure response
    • Iterate

Real feedback goes back into the system.Test → New signals → Collect

Repeated ≠ proven.

I separate what people say, what the evidence supports, and what still needs to be tested.

SELECTED WORK

Some messes I’ve already sorted.

Public data. Real research questions. Auditable methods.

See how scattered evidence becomes a decision.

Illustrative flow: podcast possibilities are filtered for relevance and qualified into a priority shortlist. No project quantities are shown.
RESEARCH PROJECT / 01

Leadership Consultant Podcast Opportunity Map

Which podcasts actually put a leadership consultant in front of the right audience?

  1. Discover
  2. Filter
  3. Qualify
  4. Prioritise
OUTPUTQualified opportunity shortlist
CASE STUDY IN DEVELOPMENT
View project
Illustrative comparison: buyer conversation fragments and competitor claims feed a language comparison, revealing a gap to investigate. The phrases are generic examples.
RESEARCH PROJECT / 02

Buyer ↔ Competitor Language Gap

Where does consultant marketing language stop matching the problems buyers actually describe?

  1. Conversations
  2. Claims
  3. Language clusters
  4. Gap
OUTPUTPositioning gap hypothesis
CASE STUDY IN DEVELOPMENT
View project
Illustrative coverage map: buyer question themes are compared with existing content themes to identify an unserved question to investigate. The topics are generic examples.
RESEARCH PROJECT / 03

Expert-Led B2B Content Demand Map

Are consultants publishing about the questions buyers are actually asking?

  1. Questions
  2. Content
  3. Themes
  4. Opportunity
OUTPUTContent opportunity map
CASE STUDY IN DEVELOPMENT
View project

WHAT YOU GET

More than a report. A clearer next step.

The deliverables depend on the question.

You don’t need every framework, chart and dataset I can produce.

You need the evidence that helps you make the decision in front of you.

Market intelligence

What is happening around the problem, market and competitive environment?

Illustrative report: repeated problems and category patterns are organized into market signals and a possible opportunity.
  • Buyer problems
  • Category patterns
  • Market signals
  • Opportunities

Buyer intelligence

Who experiences the problem and under what circumstances?

Illustrative buyer analysis: three segments are compared with a profile of triggers, problems, attempted solutions and desired outcomes.
  • Segments
  • Triggers
  • Attempted solutions
  • Objections
  • Language
  • Desired outcomes

Positioning intelligence

What does the market already say, and where could you stand differently?

Illustrative positioning map: crowded competitor claims are compared with a possible gap to investigate, not a proven opportunity.
  • Competitor map
  • Claim clusters
  • Buyer/competitor gaps
  • Positioning hypotheses
  • Proof gaps

Content & opportunity intelligence

What deserves your attention?

Illustrative opportunity board: buyer questions connect to possible content, podcast and outreach opportunities.
  • Buyer questions
  • Content angles
  • Podcasts
  • Events
  • Communities
  • Outreach opportunities

Decision brief

What should you actually do because of the research?

Illustrative decision brief: evidence, hypotheses, tests and recommended next steps are brought together. Outputs are selected according to the question.
  • Priorities
  • Hypotheses
  • Recommended changes
  • Experiments
  • Questions still unanswered

Evidence → Decision → Test

FOR WHO

You probably don’t need
more marketing activity.

You need clarity when the next move isn’t obvious.

This work is most useful for founder-led B2B businesses when something is already happening — leads, referrals, content, competitors, conversations — but the signals are pointing in too many directions.

01Wrong-fit leads

We’re getting leads. They’re just not the right ones.

  • LEAD QUALITY
  • ICP
  • MESSAGE FIT

Who actually experiences the problem?

Illustrative lead notes show fit, maybe and poor fit. Research investigates who actually experiences the problem.
02Referral dependence

Referrals work. The pipeline doesn’t feel predictable.

  • REFERRALS
  • PIPELINE
  • TRIGGERS

What happens when referrals slow down?

A symbolic, uneven referral pattern raises questions about triggers and alternative sources. It is not measured pipeline data.
03Generic positioning

We sound like everyone else.

  • CATEGORY
  • CLAIMS
  • COMPETITORS

Where could a different position exist?

Similar competitor claims cluster beside an outlined space to investigate. A market gap is not assumed.
04Content without direction

We’re publishing. But what actually deserves attention?

  • BUYER QUESTIONS
  • CONTENT
  • DEMAND

What are buyers already asking?

Two buyer questions connect to possible content directions while other formats remain available.
05Too many possible directions

We could do ten things. Which one matters now?

  • PRIORITY
  • EVIDENCE
  • NEXT TEST

Which direction deserves the next test?

Several options remain possible; one is moved forward as an illustrative next test based on evidence, not a proven answer.
THIS WORK FITS BEST WHEN

There is already something to investigate.

  • REAL ACTIVITY
  • REAL QUESTIONS
  • A DECISION TO MAKE

ABOUT LAMIS

I like messy problems.

Especially when there’s
a pattern hiding inside them.

I’m Lamis Badis.

My background sits somewhere between computer science, marketing, research and growth.

Computer science taught me how to structure messy information.

Marketing taught me that human behaviour rarely arrives in a clean dataset.

So Smart Positioning sits between the two.

I collect real market signals, structure the evidence, look for meaningful patterns and turn what I find into decisions founder-led B2B businesses can actually use.

REAL
CONVERSATIONSPATTERNS

MESSY INPUTS

  • Buyer conversations
  • Competitor content
  • Customer questions
  • Reviews
  • Market signals
  • Half-formed ideas

CLEARER DECISIONS

  • Positioning
  • Messaging
  • Content
  • Outreach
  • Experiments
  • Next steps
An editorial illustration of Lamis in a hijab at her laptop, with books on computer science, marketing, research and growth.
OPPORTUNITIESCLEARER
DECISIONS
MESSY EVIDENCE PATTERNS DECISIONS
  1. 01

    COMPUTER SCIENCE

    Structure messy information.

  2. 02

    MARKETING

    Understand people and what resonates.

  3. 03

    RESEARCH

    Find real patterns in the market.

  4. 04

    GROWTH

    Turn insights into action.

  5. 05

    SMART POSITIONING

    Clearer decisions for founder-led B2B businesses.

01 /

MSc Computer Science

Research, machine learning and pattern recognition.

02 /

200+ ad campaigns

Hands-on experience with audiences, messaging and acquisition.

03 /

Thousands of market signals analysed

Buyer conversations, competitors, content and opportunities.

04 /

Systems + automation

Turning manual market research into repeatable intelligence workflows.

LET’S WORK TOGETHER

Bring me the mess.

Buyer conversations.

Competitors.

Screenshots.

Spreadsheets.

Half-formed ideas.

A market you’re trying to understand.

We’ll find the pattern.

Start a research conversation
  1. RESEARCH
  2. PATTERNS
  3. POSITIONING
  4. OPPORTUNITIES
  5. NEXT STEPS

Real inputs. Real insights.