Positioning statement.
A positioning statement says in four lines who you are for, what you are to them, what they get, and the proof only you have. Anyone on the team can say it from memory.
Use it when deals keep going to “we’ll just do it ourselves”.
Dear Norm
- For
- finance people paid to be polite to customers who won’t pay, and tired of being the nag every customer remembers
- We are
- the nag, so you don’t have to be
- Offering
- the chance to be the nice one again
- Because only we
- send every chase in your team’s own voice and read every reply, so your company gets paid 11 days sooner on average and your team only handles the disputes
Sample brand, made with Nutcracker
Each line earns the next.
The pain in For asks for a role, the role brings a feeling, and the proof makes the feeling believable. Read top to bottom, it is one argument, not four claims.
For
One person, and the pain that keeps coming back. A job title is not a person: name what wears them down.
finance people paid to be polite to customers who won’t pay, and tired of being the nag every customer remembers
In reality, you will have to continue to chase them down while playing nice and polite. It’s exhausting, but part of the job.
r/Accounting · Aug 2026 We are
The part you play for that person, not the category you sell in. Put a rival’s name in front of it. If it still sounds true, keep looking.
the nag, so you don’t have to be.
Offering
What they will feel, as a picture. Peace of mind and convenience say nothing, and a feature belongs on the next line.
the chance to be the nice one again
Because only we
The proof: what the product really does, from a source you can name. Write it under your closest rival’s name. If they could sign it, sharpen it.
send every chase in your team’s own voice and read every reply, so your company gets paid 11 days sooner on average and your team only handles the disputes
Who made it
Geoffrey Moore made the best-known template in Crossing the Chasm (1991): For [who], who [need], [product] is a [category] that [benefit]. Unlike [alternative], ours [difference]. This version trades the category for a role and adds a feeling, so it says why people care, not only what you sell. For B2B, April Dunford’s Obviously Awesome (2019) starts where the buyer starts: with what they would do instead.
Three people buy it.
In B2B, one person uses it, another buys it, and a third signs. Keep one position, and give each of them the part they can repeat, with an answer to the reason they won’t say in the meeting.
The line all three repeat
Dear Norm chases your unpaid invoices in your team’s voice, gets you paid 11 days sooner on average, and hands every dispute to a person.
Uses it
The person who runs collections.
Private job: to stop being the nag and keep the customer happy.
Hears the proof
It connects to QuickBooks, Xero and NetSuite. The reminders are written in your team’s own voice. It reads replies such as “never got the invoice”, “missing PO number” and “paying Friday”, closes the easy ones and hands disputes to a person.
Buys it
The controller or finance director, who owns cash and the team’s time.
Private job: being the person who fixed collections, not the person blamed for late cash.
Hears the value
Cash arrives sooner: 11 days on average.
The team stops routine chasing. They keep disputes and the calls that matter.
Someone always owns the dispute. Software never settles a disagreement.
Signs it
The CFO, who needs a number and a named person accountable.
Private job: a case that looks sensible at year end.
Hears the story
Every company pays a skilled finance person to ask customers for money they already owe. It isn’t on a budget line, so nobody counts the cost: days of cash, hours of a senior person’s week, and the customer relationship, because the same inbox sends the reminder and handles the argument. We move the asking to software in your team’s voice. A person owns every dispute. Our customers get paid 11 days sooner on average.
Their words first, then ours
“…playing nice and polite. It’s exhausting, but part of the job.”
r/Accounting · Aug 2026
Dear Norm does the chasing, so you stay the person the customer likes.
“The check was mailed last week.” “They only pay on Thursdays.”
r/Accounting · Oct 2026
Norm’s reply is read when it lands. The easy ones are closed, and a person gets the rest.
The accounting tool already sends reminders.
Why deals were lost, from the brief
A reminder that never reads the answer is a megaphone.
Every post is a letter
Each one opens “Dear Norm,” and Norm answers with a real excuse. The first LinkedIn post, as Nutcracker wrote it:
Dear Norm,
Just following up on invoice 4471, now 31 days overdue.
Dear Finance,
The check was mailed last week.
Dear Norm,
Which week?
We built the software that writes the first letter in your team’s voice and reads Norm’s answer. Easy ones close themselves. A person gets the disputes.
Customers get paid 11 days sooner on average.
Swap the name.
Write your closest rival’s name over Because only we. If they could sign it too, it isn’t yours yet.
Three more before you show anyone
Read it as one
Read the four lines aloud. Each should pick up the one before it. Four separate claims are not a position.
Find the decision
Name one thing the company will now do or refuse because of these lines. If nothing changes, you wrote a description.
Ask the lost deal
Read it to a buyer who chose the other option. If they don’t now see that choice as the old way, the position hasn’t moved.
Cross these out.
The line
Software that sends your payment reminders in your team’s own voice, reads every reply, and gives your people only the disputes.Four rivals already say they read replies, one almost word for word. Reading replies is now the entry fee, so it moved to the proof. Ours leads on a number and a person: 11 days sooner, every dispute to a person.
Because only we
…close the easy replies ourselves and put every dispute in front of a person, so customers get paidTwo rivals could sign most of it, and “so customers get paid” reads like the late payers get paid. Ours opens on the team’s own voice, and your company gets paid.
The posts
Every finance team has one person whose real job title is “Per my last email.”No one who chases invoices said it in the research. They say “chase” and “just following up”. Ours says “just following up”, in a letter to Norm.
Every buyer
AI-powered, autonomous.Finance people mock both, and the buyer’s real question is who answers for it when software gets it wrong. Ours says a person owns every dispute.
Run it on your brand.
Give Nutcracker your product, who buys it and what you lose deals to. It reads your rivals and your buyers’ own words, writes the four lines and tests each one, then your team takes it from there. 7 days free, no card.
Already in? Sign in