The Edge
The Edge is a free brand strategy tool, designed to help founders identify their product's edge and craft a compelling brand story around it.
Get Your Signal MapIt's Free, takes 20 minutes, no singnup needed.
IF THE PRODUCT IS STRONG
Why do buyers tune out?
The pitch never lands the same way twice
Everyone shares a slightly different version of your product. Nothing sticks because nothing repeats.
Grasping the product feels like work
Website visitors have to decode what you do instead of getting how you can help them intuitively.
Sales have to do the heavy lifting
When marketing doesn't convey the value, every sales call has to compensate for it.
Weaker products start pulling ahead
Competitors with less capable products take the spotlight, and the deals. Their story is just clearer.
nO MORE BLANK CANVAS
A conversation,
not a workshop
Forget sticky notes and breakout rooms!
The Edge simply asks good questions about your product, your customer, and a their struggles, and pushes back until you find the gold.
Free, ~ 20 minutes, no singnup.
Why is this free?
The Edge is the first step I take with founders. It's free because I believe clarity shouldn't hide behind a proposal.
Use the Signal Map as you like, and if you need a hand with implementation, reach out to see if there's a fit.
— Alex Hartan
The Call
The action required
The Plan
The steps in the process
The Guide
How your product helps
The Hero
The user of your product
The Obstacle
What's blocking the way
Success
The user's transformation
The Stakes
The cost of inaction
Reveal Your Story
Free, ~ 20 minutes, no singnup.
Who it's for
For founders mid-flight
You've got traction, but the pitch doesn't always land.
Your website is a list of features, not a reason to care.
You feel your messaging is underselling your product.
You're revving up for a raise, launch, or rebrand.
If you're pre-product or figuring out what you do, this isn't for you. The Edge helps sharpen the story you already have.
WHEN THE SIGNAL IS CLEAR
People Lean In
The pitch finally lands
Buyers and investors light up because they get the potential behind your product.
Marketing is easier
Now that you have a clear and compelling story to share in every customer touch point.
The roadmap gets clear
Everyone on the team tells the same story and builds toward the same picture.
It's free, takes 20 minutes, no singnup needed.
FAQ
Can’t find your question in this list?
Reach out and I'll answer as soon as possible.
Is it really free? How come?
Completely free, use the Signal map as you wish in your branding and marketing.
And if you need help with implementation, reach out to see if there's a fit.
How long will it take?
About 20 minutes. Save your progress and finish later using the link we email you.
Do I need to sign up to use this?
No, you can actually start straight away. You only give an email when you want your Signal Map (or to save and come back).
What do I actually get?
A full Signal Map of your positioning, delivered to your inbox. It captures your customer, their real problem, the exact role your product plays, plus the one-liner and messaging templates you can use tomorrow.
Is this tool using AI?
Yes. The Edge is a conversational AI built on the positioning method I use with paying clients. It adapts to your answers and pushes for specifics. Think of it as your own thinking, challenged and sharpened by an AI agent, on a proven framework.
What happens to my answers?
They're used to build your Signal Map and, if you'd like, to guide a potential conversation about us working together.