Get In Where You Fit In—Your Superpower when Positioning Yourself and Your Business to the World

Published: November 3, 2025

Like my mom always says, “Get in where you fit in.” That phrase has echoed through my life and career, and it’s never been truer than in the world of marketing and business growth.

I’m a non-traditional product marketing and business development strategist. My background isn’t the typical tech or agency story—before I ever touched B2B technology strategy and marketing, I worked in education, financial services, customer service, and wealth management. My journey has been anything but linear, and I’ve often found myself feeling “different” from my colleagues, my network, and even my family. 

For a long time, I thought not fitting in was a liability. But the truth is, not fitting in everywhere ensures you fit in exactly where you belong. Once you identify your group—your people, your ideal customers, your true audience—everything gets smoother:

• Your messaging resonates

• Relationships deepen

• Collaboration feels natural

• Growth accelerates

This isn’t just personal—it’s professional. I see it all the time with technology vendors and their partner network: They want to capture every audience, every market, every persona. Naturally, the result is that they overwork, underdeliver, and ultimately miss the mark for the customers who matter most. When you try to be everything to everyone, you end up being not enough for anyone.

The solution is crisp target marketing and intentional messaging. When you know exactly who you serve, what they need, and how you fit within their ecosystem, you can deliver real value without burning out or diluting your impact. Your product, your story, and your campaigns become focused, powerful, and memorable.

And in this age of AI, that focus is your differentiator. AI can automate, optimize, and scale—but it can’t replace the human ability to truly know your market, to fit within its rhythms, and to build authentic relationships. The brands and partners who I have seen thrive are those who embrace their uniqueness, lean into their strengths, and get in where they fit in.

If you’re feeling like you don’t fit everywhere, celebrate it. It means you’re on the path to finding your true audience, your ideal customers, your best collaborators. Once you do, everything gets easier—messaging, sales, retention, growth.

Let’s get in where we fit in and seamlessly make our mark.

Best regards,

Shaun Martinez, PMMC™

Co-Founder, ExSailIQ 360°