We establish what organisations can credibly say about what they have become.

We did not set out to build a positioning company.

We spent three decades inside growing B2B businesses, watching the same problem repeat itself.

The business changed.

The explanation did not.

Companies acquired competitors, launched new services, hired new expertise and entered new markets. They became more capable every year.

Nobody went back to work out what all of it now added up to.

So the best explanation of the business stayed inside a founder, a chief executive or one exceptional salesperson.

Everyone else described the parts.

That is the problem we solve.

The evidence already exists.

The answer is almost never missing.

It is scattered.

Leadership understands what the organisation has become.

Sales teams know which conversations consistently lead to the best opportunities.

Customers know why they chose you instead of someone else.

The organisation rarely brings those pieces together before deciding what it should say about itself.

That is why so much positioning starts with opinion. We start with evidence.

What changed our thinking

For years we helped companies improve sales conversations.

The more organisations we worked with, the more obvious something became.

The quality of the conversation depended on something much earlier.

Whether the organisation could clearly explain what it had become — and whether customers recognised and valued the same thing.

Once that became clear, everything else changed.

Today we begin by establishing what an organisation can credibly say about what it has become.

Only then do we help put that understanding onto every surface a buyer meets.

Mindit.io · Romanian boutique IT services · 90-day engagement · 2024

Irina Arsene founded Mindit in 2015 and did all the early selling herself. When she stepped back, a new CEO came in. Nothing sold. Three flat quarters. No new name clients.

The EBRD brought in a strategy consultant who tried several approaches. None worked. It was Irina who identified the real problem — the buying pattern she had spent years building had never been extracted for anyone else to use. She brought in Mark Gibson to do exactly that.

Six customer interviews surfaced it. Mindit's best clients hadn't hired them for IT capability — they'd hired them because Mindit would take a fixed-price, outcome-based risk on their problem. Most near-shore providers wouldn't.

Every customer-facing team member went through two half-day sessions — consultative selling skills and whiteboard storytelling — learning to open conversations around the buyer's situation rather than Mindit's credentials. The team practised the whiteboard story eight times until they owned it.

During the engagement the CEO was replaced by an interim. At the end of it, Irina resumed command — with the pattern documented and the team trained to use it.

New-name clients closed in Germany and Switzerland within 90 days. The client base grew 100% in 12 months. Irina was recognised as EY Romania's Entrepreneur of the Year in 2025.

"Working with Mark has been transformative for our sales process and growth. His insights have been invaluable in reshaping our engagement with prospects and driving lasting results."

Roxana-Maria Stanieu · Head of Growth, Mindit.io