AI can't fix your bad positioning

I’ll never forget sitting in a meeting where the content team proudly pulled up a slide: tons of likes, comments, and shares.

Everyone nodded politely.
Then our CEO leaned back and asked one question.
“So where’s the revenue?”

Silence.

That moment stuck with me. The problem wasn’t the writing. The posts weren’t bad. The real problem was that buyers didn’t know how to place the company in their heads. And if people can’t put you in a bucket, they won’t remember you when it’s time to buy.

That’s why I sat down with Justyna Ciecierska, the creator of the Marketing Waiting Room™, for the latest episode of Marketers Do Coffee.

The Waiting Room shift

Justyna’s framework nails what actually happens between “interested” and “ready to buy.”

Buyers spend most of their time not buying. They’re scanning, noticing, and filing things away.

When the trigger hits — budget frees up, pain spikes — they don’t start fresh. They recall the 2–3 brands that already stuck. Everyone else disappears.

Funnels don’t explain this. Waiting Rooms do. That’s what we unpack in this episode.

A quick gut check

Here’s the test I run with clients (straight out of my chat with Justyna):

• Do your last 10 posts have a clear enemy?

• Do they repeat the same message?

• Could someone recognize them as yours in a one-second scroll?

If you can’t say yes to those, you don’t have a content problem. You have a positioning problem. And that’s why your content isn’t turning into revenue.

The SOP

I pulled Justyna’s framework from our conversation into a short SOP you can swipe.