If you don’t fix your target, you miss everything.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Peep Laja, founder of Wynter, to unpack why positioning fails when you’re guessing, why A/B testing isn’t built for most B2B teams, and how message-market fit matters just as much as product-market fit.They dive into pivots, micro-optimizations, and the uncomfortable truth that your homepage copy is often the real conversion bottleneck—not your design. No fluff. No jargon. Just sharp insights on what makes messaging resonate and how to defend research spend when the C-suite asks, “Do we really need this?”Because great marketing doesn’t start with campaigns. It starts with clarity. In this episode:Why most “pivots” are actually positioning shiftsHow to validate messaging without enough traffic for A/B testsThe three categories of friction killing your copyWhat works in B2B go-to-market today (and what’s just noise)

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