Marketing With Purpose Kit: Positioning with Purpose
Positioning around a belief helps a brand claim white space competitors cannot copy. In this Marketing With Purpose Kit, hosts Stephen Sakach, Tullio Siragusa, and Ash Maher explain why features fade, how to turn a what message into a why message, and what GoodRx, Cost Plus Drugs, and Tony's Chocolonely teach about purpose.
Positioning around a belief, not a feature, is how a brand claims white space that competitors cannot copy. In this Marketing With Purpose Kit from The Bliss Business Podcast, Stephen Sakach, Tullio Siragusa, and Ash Maher explore how to stand apart in a crowded market by taking a stand.
In this episode we explore:
• What white space means in marketing and brand strategy
• Why feature advantages are temporary and beliefs are not
• How to turn a “what” message into a “why” message
• How GoodRx, Cost Plus Drugs, and Tony’s Chocolonely lead with purpose
• Four questions for finding your own white space
• How to test your belief across your messaging
Ash starts with the traditional playbook of faster tools and cheaper widgets, and notes those advantages are temporary. Tullio adds that positioning around a feature sells a commodity, while a belief creates an emotional connection that is hard to replicate.
Tullio’s examples show the shift from what to why. “We build electric bikes” becomes a brand that builds electric bikes because it believes freedom should not come with a carbon cost. Stephen notes purpose need not be a social cause, and that owning a belief also filters who you are for and who you are not. He cites a Harvard Business Review study finding that 64% of consumers say shared values are the primary reason they have a relationship with a brand.
Ash points to GoodRx and Cost Plus Drugs, which lead with fairness in access to medication rather than features. Tullio highlights Tony’s Chocolonely, whose belief in 100% slave-free chocolate shapes how it sources, packages, and markets. Stephen sees customers becoming participants, not just purchasers.
To find your white space, Tullio offers four self-awareness questions, starting with what outdated belief in your industry you are challenging. Ash then urges testing that belief in your origin story, your ads, and your team.
Carrying one clear belief through paid search, social media, and programmatic advertising is the consistency Zero Company helps brands build.
Key Takeaways
• (1:19) On why feature advantages fade, from Ash Maher: “Features are easy to copy, but beliefs aren’t.”
• (1:38) On what a belief creates that a feature cannot, from Tullio Siragusa: “When you’re positioning around a belief, you’re actually creating an emotional connection, something that’s hard to replicate”
• (2:51) On what it means to own a belief, from Ash Maher: “owning a belief means planting a flag in the ground saying, this is what we’re here to change.”
• (3:55) On narrowing your audience on purpose, from Stephen Sakach: “when you own a belief, you also filter who you’re for and who you’re not, and that’s powerful.”
• (4:38) On GoodRx and Cost Plus Drugs, from Ash Maher: “Neither brand leads with features. They lead with fairness.”
• (9:43) On the courage a belief takes, from Stephen Sakach: “If your purpose maybe isn’t a little uncomfortable to talk about, it’s probably not bold enough.”
FAQ
What is white space in brand positioning?
Stephen Sakach defines white space as an unoccupied or under-addressed area of the market where a brand can position itself uniquely, not by competing on features but by owning a belief, perspective, or emotional territory others have not claimed.
Why is positioning around a belief stronger than competing on features?
Ash Maher points out that features are easy to copy but beliefs are not, and Tullio Siragusa adds that feature positioning sells a commodity while belief positioning creates an emotional connection that is hard to replicate.
How do you find your brand’s white space?
Tullio Siragusa suggests asking what outdated belief in your industry you are challenging, what is broken that you feel called to fix, what truth you see that others do not, and what your most loyal customers already believe about you. Ash Maher adds testing that belief across your messaging and ads.
Don’t position around features that fade: positioning around a belief gives your brand something that lasts. Watch the video version, see Ash Maher’s guest profile, and explore more Marketing With Purpose Kit conversations.
🎙️ Hosted by Stephen Sakach, Ash Maher, and Tullio Siragusa
🎧 Produced by Tullio Siragusa
Founder and CEO of Zero Company and AICMO
Stephen Sakach is Founder and CEO of Zero Company | Visionary in Purpose-Driven Business Practices
Stephen Sakach is a transformative leader and the driving force behind Zero Company, where he is pioneering a new era of purpose-driven business. As the creator of the BLISS concept—“Build Love Into Scalable Systems”—Stephen is redefining how businesses grow, fostering empathy, connection, and sustainable impact at scale.
Under Stephen's visionary leadership, Zero Company has evolved from a traditional command-and-control structure into a thriving self-managed organization. This decentralized model has empowered teams, enhanced engagement, and fostered a culture rooted in transparency, collaboration, and shared purpose.
Stephen is also at the forefront of innovation in the AI space with the development of AI CMO, an empathy-driven, purpose-led marketing platform. Designed to make businesses more human-centric, AI CMO helps organizations build authentic connections with their audiences while aligning their strategies with core values.
Guided by the ethos of BLISS, Stephen has dedicated his career to embedding empathy and human-centered principles into every layer of business—transforming brands, systems, and cultures to prioritize care, understanding, and genuine connection from the inside out.
Empathy-Driven Leader | Fractional COO | Podcast Host | Purpose & EQ Coach
Tullio Siragusa is a seasoned business strategist, author, and speaker, renowned for integrating disruptive technologies with emotional intelligence (EQ) to drive transformative growth.
As the founder of Inventrica Advisory, and the EmpathIQ Framework™ he provides strategic guidance, serving as an Operating Partner, Strategic Advisor, and leadership coach.
An accomplished author, Tullio has written extensively on leadership, innovation, and self-management. His books challenge conventional thinking and provide actionable insights for individuals and organizations striving for sustainable success. His published works are available on Amazon, where he explores themes of emotional intelligence, business transformation, human-centric leadership, and purpose-driven success.
Tullio shares his insights through various platforms, including The Bliss Business Podcast, where he explores empathy in leadership and the future of work. His multimedia content on leadership, innovation, and personal growth is featured on his YouTube Channel.
His deep commitment to promoting a human-centric approach to innovation is exemplified through significant roles as an Advisory Board Member of the University of California, Riverside, Design Thinking Executive Program, the University of San Francisco, School of Management, Digital Marketing Program, and as co-founder of RadicalPurpose.org
Furthermore, his role as a Board Advisor at AI2030.org amplifies this commitment, steering AI development towards a horizon of sustainability and ethical practices. Throug… Read More
CMO of Falcon Wealth Planning
Ashkan Maher is the Chief Marketing Officer at Falcon Wealth Planning, where he leads the firm’s brand, digital marketing, and client growth strategies. Under his leadership, Falcon Wealth has grown to manage over $1.4 billion in assets, continuing its rise as one of the leading fee-only financial planning firms in the country.
Ashkan focuses on using Google Search, SEO, AEO (Answer Engine Optimization), and performance marketing to help more families find and connect with Falcon Wealth’s fiduciary planning services. By combining smart data, creative storytelling, and advanced AI tools, he’s helped the firm reach new audiences and strengthen trust through education-based marketing. His work also helped Falcon Wealth earn a ThinkAdvisor Luminaries Finalist award for Excellence in PR and Marketing, recognizing the firm as a national leader in financial marketing innovation.
Known for his empathetic leadership style, Ashkan believes the best results come from building trust, collaboration, and purpose across his team. He leads with understanding and accountability, empowering those around him to do meaningful work that serves both the firm and its clients.
Before joining Falcon Wealth, Ashkan led marketing efforts at several agencies, managing large advertising budgets and driving strong business growth. His mix of creativity, strategy, and empathy continues to fuel Falcon Wealth’s success and brand reputation nationwide
