# WayeCreative

> WayeCreative is Dean Waye's B2B copywriting and consulting practice. Dean writes and diagnoses go-to-market messaging for B2B companies — positioning, homepages, landing pages, cold outreach, and the strategic thinking underneath all of it. Core thesis: every piece of B2B marketing that works does two things — names where the prospect actually is right now (their negative present), and shows the shortest credible path to somewhere better (their positive future).

Dean previously ran WinstonWrites (winstonwrites.com, now redirected here). He is a former Global Sales Director at Nokia and Openet, and built Simulmatica, an AI buyer-simulation tool used to stress-test messaging before it goes to market.

## Core pages

- [Homepage](https://wayecreative.com/): positioning and core frameworks — The Boss Test, Outside-In, The 90% Rule, The Upstream Test, The First Contact Model.
- [About](https://wayecreative.com/about): Dean Waye's background and methodology.
- [Portfolio](https://wayecreative.com/portfolio): client work samples and testimonials.
- [Blog](https://wayecreative.com/blog): 90+ long-form articles on B2B copywriting, positioning, and buyer psychology, organized around named frameworks (The Hook, The Assertion Spectrum, Three Levels of Messaging, The SCARF Model, Prevention/Mitigation/Suffering, and more).

## Free guides

- [Up Close From The Start](https://wayecreative.com/book) — seven principles for hooking a reader in two seconds.
- [What Your CMO Is Trying To Do](https://wayecreative.com/cmo-book) — for CEOs, founders, and boards.
- [Asymmetrics](https://wayecreative.com/asymmetrics) — twenty-four lenses for finding a structural competitive advantage.
- [Be Careful: They Don't Want You (Yet)](https://wayecreative.com/be-careful) — ten counterintuitive tactics for getting noticed in B2B.
- [How B2B CMOs Reset The Story](https://wayecreative.com/how-b2b-cmos-reset-the-story) — diagnosing why a GTM story stops working.

## Notes for crawlers

- `/pricing` and `/privacy` are intentionally excluded from indexing (see robots.txt).
- Full sitemap: https://wayecreative.com/sitemap.xml