If your product is different, your messaging should be too. But most SaaS companies still sound the same.

In this episode, Joe sits down with Dustin Robertson and Mike Geraci, partners at DRMG and architects behind standout SaaS brand strategies like Mosaic’s. They unpack the difference between category design and traditional positioning, explain why it’s critical to anchor your messaging in human outcomes, and walk through DRMG’s RISE framework—from research to go-to-market execution. Whether you're building from scratch or rethinking your narrative, this episode offers a practical look at how to make your brand actually mean something.

What We Cover:

• Why most SaaS messaging feels the same
• What “category strategy” actually means
• The RISE framework for building meaningful messaging
• How to uncover the human problem behind the business problem
• What makes a strong internal manifesto
• How to know when your strategy is working

Dustin Robertson and Mike Geraci are co-founders of DRMG, a brand strategy firm for B2B SaaS companies. They’ve helped companies like backcountry.com, drip.com, and Mosaic stand out in crowded categories.

Resources & Links:

• Check out DRMG: https://www.drmg.co
• Listen to The SaaS Brand Strategy Show: https://podcasts.apple.com/us/podcast/the-saas-brand-strategy-show/id1586314229
• Connect with Dustin: https://www.linkedin.com/in/dustindr/
• Connect with Mike: https://www.linkedin.com/in/geracimike/

• Work with Joe: https://calendly.com/joe-joemichalowski/content-strategy-chat
• Follow on LinkedIn: https://www.linkedin.com/in/josephmichalowski/