Ask five people in a startup what positioning means and you will get five different answers. One will describe a tagline. Another will point to a competitor matrix. A third will mention brand guidelines. The confusion is so widespread that most teams treat positioning, messaging, and copy as interchangeable. They are not, and conflating them is one of the most common reasons go-to-market efforts stall.
At Gathering #11, held at the Wintercircus in Ghent, Myey Moens, Head of Marketing at Timefold.ai, set out to untangle this confusion. Myey came to the talk not as a theorist but as a practitioner. Her background spans founding a chocolate business, running marketing at Paperbox, and public speaking across Asia. She was candid about positioning herself as a practitioner and student rather than an ultimate expert, which made her practical examples all the more credible.
Her core thesis was direct: the common thread for go-to-market success is positioning. Not messaging. Not copy. Positioning. Everything downstream depends on getting this strategic foundation right, and most teams skip it entirely.
