THE SCRAPPY STRATEGIST

Here's a pattern we see constantly: Marketing teams over-explain. Buyers under-read. The solution isn't more content. It's tighter content. Challenge yourself to reduce: Website copy by 20% Slide decks by 20% Capability statements by 20% Keep: Mandate/strategic goal alignment Proof points (metrics, outcomes) Clear differentiation Cut: Generic descriptors ("innovative," "cutting-edge," "world-class") Industry buzzwords that don't add meaning Anything that could describe your

For Small Teams: Three messaging fixes you can make this week with zero budget: LinkedIn headline: Replace "Director of Marketing at [Company]" with "Helping [agency type] accelerate [specific mandate]" Email signature: Add one quantified outcome below your title (e.g., "Supporting Zero Trust deployments that reduce audit gaps 40%") Website meta description: Rewrite to answer "What mandate do we support?" in 155 characters or less These cost nothing and take less than an hour

Here's the truth: positioning strategies aren't one-size-fits-all. If you're a 15-person integrator competing against the primes, you can't win by trying to sound like them. And if you're a large integrator with multiple business units, you can't message like a nimble startup. You need to lean into what makes you credible at your scale. But here's what's changed: with procurement reform reducing reliance on socioeconomic set-asides and increasing full-and-open competition, ho

Most GovCon case studies read like product brochures. That's a mistake. Government buyers want proof that you understand their constraints and can execute within them. They want to see that you've navigated contract requirements, worked within budget realities, and delivered measurable outcomes tied to their mission. I – Implementation Speed: How fast can you deploy? Agencies now have authority to move faster, your timeline is a competitive advantage. M – Mission Outcome: Wha