Stop spinning.
Start positioning.

In The Kitchen helps growth-stage and at-scale B2B tech companies nail down powerful, long-lasting positioning and get a sharp message in market, fast.

Talk to us

When positioning is off, everything is off

Mushy messaging. Meh conversion rates. Sleepy sales cycles.


When you’re unclear about what you are and why you matter, everyone feels it.

A $50,000 workshop won’t solve it

Positioning problems don’t get solved until you bring a sharp, powerful message to the market.

Yes, you need strategy.
But you need action, too.

We do the thinking and the work

We’re a positioning consultancy backed by a crackerjack creative studio.

Every client gets market-ready assets. From just a sales deck to a total rebrand.

B2B tech CEOs and CMOs love In The Kitchen

Jon quickly grasped our business needs and helped us develop a powerful brand strategy. His insights and collaborative approach were invaluable.

Ashwin Krishnan, CEO, Clarity RCM

Jon’s work was instrumental in our ability to accelerate our pipeline and raise a funding round at a $1.3 billion valuation.

Jamie Grenney, 4X CMO

Jon creates cut-through messaging that drives impact, and most importantly, sales.

Eleanor Treharne Jones, 2X CEO

Jon came strongly recommended through our investors and helped us nail our new positioning, website revamp (and my personal confidence and excitement) in 6 weeks flat.

Troy Sultan, CEO, Guide

Jon has been invaluable in helping us develop our brand position at Mojo Crowe. He is insightful, creative, pragmatic, and he genuinely cares.

Alex Ksguas, CEO, MojoCroew

Jon helped us strengthen our positioning and go-to-market message at a key moment in the development of our company. We expanded our market and built a strong foundation for a new wave of growth

Dan Whaley, CEO Hypothes.is

Jon quickly grasped our business needs and helped us develop a powerful brand strategy. His insights and collaborative approach were invaluable.

Ashwin Krishnan, CEO, Clarity RCM

Jon’s work was instrumental in our ability to accelerate our pipeline and raise a funding round at a $1.3 billion valuation.

Jamie Grenney, 4X CMO

Jon creates cut-through messaging that drives impact, and most importantly, sales.

Eleanor Treharne Jones, 2X CEO

Jon came strongly recommended through our investors and helped us nail our new positioning, website revamp (and my personal confidence and excitement) in 6 weeks flat.

Troy Sultan, CEO, Guide

Jon has been invaluable in helping us develop our brand position at Mojo Crowe. He is insightful, creative, pragmatic, and he genuinely cares.

Alex Ksguas, CEO, MojoCroew

Jon helped us strengthen our positioning and go-to-market message at a key moment in the development of our company. We expanded our market and built a strong foundation for a new wave of growth

Dan Whaley, CEO Hypothes.is

How it goes

Have a wildly productive positioning workshop

We’ll get your leadership team aligned on where you play, what you sell, and how you win.

See how we do positioning.

Step 1

Nail your winning message

We document your positioning, translate it to homepage copy, and write a new sales pitch. And we can help you test, refine, and implement it.

Step 2

Get in market

You can just work with us on positioning and messaging. Or we can keep going. We do branding, site launches, and sales content.

See the portfolio.

Step 3

Meet

the founder

Jon Itkin

Jon Itkin cut his teeth as a copywriter, strategist, and product marketing leader for companies from Google, Meta, and Salesforce to early-stage startups.

Jon shares ideas on LinkedIn, in his newsletter, and in the articles section of this site.

Questions

How much does it cost?

The minimum commitment to work with In The Kitchen is $20,000 and about five weeks. Our creative studio delivers just like top 1% agencies, for about half the price.

We’re early stage. Are we a fit?

Our positioning process is built for post-product-market-fit, scaling, or at-scale companies. If you’re still trying to figure out what the market wants from you, it’s probably too early.

What’s different about growth-stage and at-scale positioning?

Quite a bit. The early days are about finding your niche. Scaling is about expanding your market, which often entails selling multiple products, marketing to different segments, and speaking to different personas. In The Kitchen specializes in digging into the harder questions that come with growth. 

Can we start next week?

Unlikely. We are fortunate to be busy. Lead times range from weeks to months to quarters, so please don’t be shy if you’re interested. If you want our help, we really want you to have it. 

Are you full-service?

No. In The Kitchen is all-in on positioning. We only do creative work for our positioning clients. And we only do brand, web, and sales decks (because those are the deliverables where positioning comes alive.) We are very happy to work with your internal team, contractor, or agency to make sure they are set up to run with our work. 

What got you here won’t get you there.

Better positioning will.

If you’re ready to take a leadership position in your market, we can help.

Get in touch