A friend who works outside of capital markets and fintech recently asked me to say in a few words what it is that I do for clients. My first two-word response was “market positioning”. My second, more specific answer was “product positioning, as well”. I start by gaining some knowledge of your product or service and then crystallize that view with additional market research. I also dig into what you have tried so far, and maybe it either missed the mark, or your execution was too slow to capitalize on the opportunity.