SaaS positioning that actually slaps (thanks, Contrast)
I just checked out Contrast’s website and I’m actually angry because why is it so good????????
This is the kind of SaaS positioning that makes me want to print it out and staple it to 90% of founder decks.
They really said:
❌ not for everyone
❌ not all-in-one
❌ not an “AI-powered game-changing hypergrowth engagement suite cloud 9000”
✅ webinars. for. software. companies.
And because they made actual product decisions, the copy isn’t out here doing emotional labor. It’s just vibing.
✨ “Repurpose in minutes, not weeks.” → no 17-step AI workflow nonsense.
✨ “The #1 webinar platform for HubSpot.” → not buried in integrations, but front-and-center positioning.
✨ “Turn webinars into revenue.” → because yes, we’re all here to make money actually.
No “solutions for SMB, enterprise, creator economy, influencers and your ex gf’s dog” energy.
They chose violence. The good kind.
What founders should steal from this
This is what happens when you build for someone specific and stop being scared of trade-offs.
Contrast isn’t pretending to be everything for everyone. They’re making deliberate product decisions and the positioning writes itself. That’s why the copy doesn’t have to overcompensate with jargon or buzzwords.
More SaaS companies should try making product decisions before they open the Google Doc called “website copy.”
The takeaway
Positioning isn’t about poetry. It’s about courage. The courage to say who you’re not for. The courage to focus on one problem, one ICP, one promise and let that clarity do the heavy lifting.
If you’re ready to stop writing “solutions for everyone” copy and start choosing violence (the good kind), let’s talk!
