Here it is! Episode #1 of xPositioning. I sat down with Ling Koay, Chief Brand Officer @ Oneflow for a wide-ranging (and entertaining!) discussion about positioning a modern B2B SaaS company. Ling's insights were both deep and varied, but 2 things really stuck with me: 

1. Innovation is a key source of differentiation, which in turn is a key component of good positioning. Take Oneflow; they've moved beyond the PDF-style contracts still central to their competitors' offerings. They've developed "truly digital" contract signing, where contracts ought to simply flow, like magic, be fun, and not be full of friction.
   
   


2. Being "fun" is central to their brand, and how they communicate. Check out their wildly successful "Tinder Swindler" post on LinkedIn to see how being fun can drive traffic and meaningful engagement (inc new leads and new candidates!)