If your homepage doesn’t tell the story, your positioning won’t stick.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Anthony Pierri of Fletch to dig into why so many B2B startups stumble when it comes to messaging. Founders love strategy decks and category conversations—but if the positioning never makes it onto the homepage, the market never sees it.Anthony shares how forcing hard choices, narrowing your ICP, and putting your stake in the ground on the homepage creates clarity that cascades through the entire company. From anchors and headlines to problem sections that don’t make your BS meter go off, this conversation gets into the real work of messaging that cuts through noise.Because clever doesn’t convert—clarity does.In this episode:Why homepage copy is the ultimate forcing function for positioningThe two “existential crises” founders face when narrowing their ICPThe three types of positioning anchors (and how to use them)How to balance value promises vs. feature credibility without overhyping

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