Customer Clarity

Strategic insight, built on truth

“If your go-to-market isn’t built on validated customer insights, it’s not strategy... it’s theatre”
— Desirée Kolman

What is Customer Clarity?

Customer Clarity is the foundation of everything that works.

It’s not a research report. It’s not a brand deck. It’s not personas.
It’s the validated, unshakable truth about why your best customers buy and what stops others.

We call it truth-based strategy.
Because without it, everything else is guessing.

Why it matters

Most companies operate on false clarity: assumptions dressed as insights.
The result?

  • Messaging that changes with every campaign

  • Sales cycles full of friction

  • Teams that work hard but talk past each other

  • Growth that feels like trying to push open a locked door

Customer Clarity underpins the narrative that resonates with the right audience.

The Truth Mapping Framework

1 Perception

What do you believe about your customers? What is true for your product, your industry, your competitors?

2 Pattern

What is the reason your audience buys? What keeps them from achieving their goals? What do they believe about you, the world, themselves?

3 Positioning

What is the validated, repeatable message that moves them to act? What should you start and stop saying? Where does your message have highest ROI?

What our clients are saying

"Desirée helped us capture the essence of our software brilliantly. Our website now speaks directly to our clients' challenges."

— M, founder

“It’s admirable that they’re always looking to improve their service. They carefully listen to what I say and look for optimisation.

— E, founder

"After just one interview, my posts soared to 45K views and generated quality leads. Previous posts never hit more than 5K views."

— N, founder

"Working together has fundamentally changed how we view and position our value-add and services. It has made huge impact for our business.

— J, co-owner

"The value of our company has increased. Our brand has definitely gained strength, which was confirmed by our accountant."

— H, co-founder

“Working together is also just joyful and fun.”

— M, co-founder

What you get

We deliver truth-based marketing direction and everything to activate it:

  • Research reports with raw quotes, deep needs & key objections

  • Segment-based messaging, testimonials & use cases

  • Complete Brand Deck (brand, culture, communication)

  • Truth-based positioning per segment

  • Persona sets & strategic direction for sales and marketing

  • Living Content: content that works for

What it feels like

Not just insight. Direction.
Not just profiles. Positioning.
Not just clarity. Truth.

  • One storyline across teams, customers and channels

  • Sales confidence: “This is why we win”

  • Marketing focus: knowing what works for whom

  • No noise, no doubts, no failed marketing spend

  • Living Content: dynamic, AI-ready and human-drive content that performs
    More on that here <linkje>

“Stop building content libraries. Build a voice that moves.”

Your crew

Together, we build clarity that converts.


  • Brand Correspondent & Copywriter

    Turns insights into impact.
    Builds the brand voice your market can’t ignore.

“Marketing based on assumptions is just expensive noise”

  • Research Advisor and Strategist

    Researches your actual buyers.
    Cuts through assumptions and uncovers strategic patterns.

Ready to lead with truth?

Ask us anything about how Customer Clarity helps you:

→ Find your real differentiators
→ Eliminate noise and false confidence
→ Build brand authority with conviction

Let’s talk

What our clients are saying

"Desirée helped us capture the essence of our software brilliantly. Our website now speaks directly to our clients' challenges."

— M, founder

“It’s admirable that they’re always looking to improve their service. They carefully listen to what I say and look for optimisation.

— E, founder

"After just one interview, my posts soared to 45K views and generated quality leads. Previous posts never hit more than 5K views."

— N, founder

"Working together has fundamentally changed how we view and position our value-add and services. It has made huge impact for our business.

— J, co-owner

"The value of our company has increased. Our brand has definitely gained strength, which was confirmed by our accountant."

— H, co-founder

“Working together is also just joyful and fun.”

— M, co-founder

✺ Frequently asked questions ✺

  • If you’ve conducted 1:1 in-depth research in the recent past AND implemented the findings AND got results: no, you don’t need this. Do contact us and share the love with us!

  • Yes. We dive deep into your audience segments. We’re nerdy like that.

  • You should probably not wait.

    Our research provides insanely valuable insights that anchors your product development, ensures market fit and gets you a rich and validated content strategy.

  • Ask your agency if they’re interviewing your customers. Repositioning without fresh customer insights is like navigating without a compass. Customer research during repositioning will help you avoid costly assumptions in the future.